A Muslim-owned dessert shop in Redbridge will donate profits from their most popular sweets to a local homeless centre for Christmas.
Swirlys, who set-up base on Ilford High Road six months ago, will donate one pound from each “Magic Maple” crepe and waffle sold throughout December to the Welcome Centre for the homeless.
Fesar Rafiq, one of Swirlys’ directors told the Ilford Recorder: “Christmas is a time when everyone is thinking about getting presents for their families.”
“Rough sleepers go to Swirlys on occasion requesting leftover food and this provided part of the inspiration for this initiative.”
Between 40 and 45 rough sleepers and vulnerable adults use the Welcome Centre services every day.
Director Phil Herbert, commenting on Swirlys’ initiative, said: “We are supported quite extensively by local organisations, Facebook groups and, increasingly, local businesses.
“It is refreshing to see more local business supporting local charities, this is the way forward.
“There is no doubt that the cold weather brings in added complications.”
He added: “The needs are often complex. Often there are mental and physical and issues and the Welcome Centre try to address both of these.”
Redbridge had 60 rough sleepers in 2016, the eighth highest among local authorities in Britain according to the latest figures from charity Homeless Link.