In response to the coronavirus pandemic affecting families around the globe, Kim Kardashian West and Kris Jenner are donating to a Louisville nonprofit that provides food to children in need.
The mother-daughter reality stars announced they will donate 20% of the profits from their first fragrance collaboration, KKW FRAGRANCE, to Blessings in a Backpack, an organization based in Louisville that currently feeds 87,000 kids in 45 U.S. states.
The nonprofit's goal is to provide food on the weekends for children who may otherwise go hungry. Nearly 13 million children in the United States live in food-insecure households, according to Feeding America.
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Blessings in a Backpack is continuing its service during the COVID-19 crisis. It adjusted its tagline question, "Who will feed the kids this weekend?" to "Who will feed the kids when schools are closed?" as schools across the nation have closed to slow the virus' spread.
"As little as $4 provides a Blessings bag of food to a child facing food insecurity now and when kids return to school," the organization says.
Blessings in a Backpack is making bags of food available for any child under age 18 in school districts that have food distribution centers, including Jefferson County Public Schools.
Click here for a list of where JCPS students can get free meals during school closures.
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Kardashian West and Jenner said they will donate 20% of the profits from all sales of KKW FRAGRANCE from April 15 through May 5 "In support of families and children affected by the COVID-19 crisis."
Kardashian West on Instagram described the fragrance as "woody, white floral" with "the freshness of freesia, creamy white gardenia and tuberose at the heart."
"I know you will love wearing it as much as I do," she wrote.
KKW FRAGRANCE launches on April 15 and can be pre-ordered at kkwfragrance.com. To donate to Blessings in a Backpack, go to blessingsinabackpack.org/ways-to-donate.
Reach trending reporter Emma Austin at eaustin@gannett.com or on Twitter at @emmacaustin.
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