Deliveroo launches Alphabet Soup can with rainbow flag re-designer Daniel Quasar for Pride

Deliveroo has worked with Daniel Quasar, the artist who reimagined the look of the original LGBTQ rainbow flag, to create a new tinned 'Alphabet Soup with a twist'.   Featuring only the letters 'LGBTQQIAAP', the vegan tomato and basil soup features alphabet pasta shapes and a sprinkle of colourful edible gems.

The limited-edition run of 1,000 cans launched on 28 June to mark Pride Month, with designs inspired by 1960s Pop Art from the likes of Andy Warhol and Roy Lichtenstein.

Designer Daniel Quasar says, "Through my design work, I always strive to include a message. No design is complete without its message, as it is an integral part of the process. What do my designs say? How do they make me feel? What discourse arises from within the viewer?

"These are just some of the questions I ask myself when creating. Discourse means conversation; conversation means the potential to learn. Through my partnership with Deliveroo, I'm honoured that my designs will be a spark for conversation around British dinner tables."

Aiming to "emphasise the broad spectrum of identities" and "encourage conversation about identity and sexuality around the dinner table," the soup can features Switchboard LGBT+ contact details to provide help and support.

"Pride 2021 is about embracing inclusivity, and we are delighted to continue our show of support for the community with this tasty, but most importantly necessary soup that celebrates and increases awareness of the broad spectrum of identities," says Busi Sizani, global head of diversity and inclusion at Deliveroo. "We hope it's a conversation starter at the dinner table in many homes across the UK and that it encourages those who need support to reach out.

The soup cans are available exclusively from Deliveroo Editions across the UK in London, Manchester, Brighton, Leeds and Cambridge.   Available from now until 12 September (or until they're sold out), the cans cost £1 each, with all proceeds donated to Switchboard LGBT+. According to the charity, there was a 42% rise in calls from transgender and gender non-conforming people calling for support over the lockdown period compared to 2019.

Deliveroo has also launched School for Allies, a new website designed to raise awareness of issues surrounding gender and sexuality created by the company's Pride Committee. The focus is on educating colleagues, representation in the food delivery industry and playing a leading role in communities, aided by LGBTQ+ organisation Helsa Helps. Deliveroo recently sponsored DIVA Magazine during Lesbian Visibility Week and partnered with Trans In The City to celebrate Trans Awareness Week.