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Scots use their loaves to raise awareness of epilepsy

Added: 17 March 2016, 11:31

Mothers Pride® Scottish Plain loaves will be repackaged in Epilepsy Scotland’s purple and teal tartan design to help raise public awareness of the condition from this week for approximately 4 months to coincide with Purple Day, the international epilepsy awareness day which is held on the 26th March.

This unique collaboration between commercial partner Hovis® and Scotland’s national epilepsy charity is expected to lead to more people across the country talking about or taking part in Purple Day activities, and participating in fundraising for Epilepsy Scotland. 

Epilepsy Scotland’s Chief Executive, Lesslie Young explained: “This is an exciting way to take the message about epilepsy into homes in every community.  It does not matter who you are, how old you are, or the fact that you may have epilepsy, you are always your mother’s pride.  We are very grateful that Hovis® has afforded us this tremendous opportunity by supporting our Turn Scotland Purple campaign in this original manner.  Mothers Pride® is an iconic brand which is popular with Scots at home and overseas.  We hope the purple tartan wrappers will interest the public in joining our efforts, often on social media, to light up famous Scottish landmarks for Purple Day on 26th March.
“This limited edition Mothers Pride® packaging also provides an extended opportunity for people to find out more about our ongoing work and how they can help us through our text campaign. People can donate to Epilepsy Scotland by texting “ESMP15” and the amount they wish to donate to 70070.  Epilepsy is not well understood and because it still carries a social stigma, 55,000 people in Scotland who live with the condition sometimes find they are excluded from opportunities and treated as outsiders.  We want that to change.  Four months on we want to be toasting the success of this wonderful initiative with Hovis® which we think is the best thing since sliced bread!”

Hovis’ CEO, Martyn Wilks said: “This is the first time that Mothers Pride® has been repackaged in support of a charity campaign.  We offered to take this significant step because we are committed to assisting Epilepsy Scotland’s efforts to raise general awareness.  We are proud to highlight its work for Purple Day and our Hovis bakery based in Glasgow will produce the loaves in the specially commissioned purple packaging.  These will be stocked by local corner shops to supermarkets till mid-July.  We hope our customers will enjoy the new look and the same great tasting bread as they discover a bit more about epilepsy.”

Hovis and Mothers Pride are registered trademarks of Hovis Limited
Notes to editor

1.    Photo opportunity at the Glasgow Hovis plant: By arrangement and stock photos are also available for media use.  Contact Corporate Fundraiser Scott Barclay for details on 0141 427 4911 or email:

2.    Epilepsy Scotland works with people affected by epilepsy to ensure that their voice is heard.  We campaign for improved healthcare, better information provision and an end to stigma.  This common serious neurological condition affects one in 97 people.  We represent the 55,000 people with epilepsy, their families and carers.  Our freephone Helpline (0808 800 2200) offers support and information.  People can email (, text 07786 209501, find us on facebook, use twitter @epilepsy_scot or visit:

3.    Purple Day is on 26 March.  It was founded in Canada by nine year old Cassidy Megan in 2008 who has epilepsy herself:   Historically, lavender is the international colour associated with epilepsy.  Purple Day is a fun way for the public to learn more about epilepsy by doing activities that spotlight epilepsy

4.    Epilepsy Scotland’s Turn Purple Scotland campaign, now in its third year, encourages people to ask for iconic landmarks across the country to be lit up in purple. This year local councils were invited to turn a famous building, castle, bridge or other public place purple.  To date the Falkirk Wheel, the Kelpies, Glencoe Mountain Resort, McCaig’s Tower (Oban), Lerwick Town Hall, East Kilbride Old Parish Church, Marichal College (Aberdeen), Hamilton Town Hall, Rutherglen Town Hall, the Titan Crane (Clydebank) and West Lothian Civic Centre are among Scottish landmarks taking part in Purple Day.

5.    A special text campaign allows people to support Epilepsy Scotland’s work by visiting ESMP15 £x

6.    For more details please contact Epilepsy Scotland or Hovis:
•    Allana Parker, Public Affairs Officer on: 0141 427 4911 or 07884 012 147 or
•    Scott Barclay, Corporate Fundraiser on : 0141 427 4911 or 07801 284543 or
•    Hannah Vose, Hovis UK Brand Manager: 07557 757883 or