In November 2020, Pyaterochka and Tetra Pak jointly with Foodbank Rus launched an initiative called Donate Milk Benefits with Pyaterochka to help low-income families with children. For each unit of ultra-pasteurised milk in Tetra Pak packaging sold at Pyaterochka, the same product will be given to those in need in early 2021 as part of the Basket of Kindness campaign. 

The initiative took place at Pyaterochka stores across 23 Russian cities. Customers willing to help could buy a carton of ultra-pasteurised milk marked with a special price tag by 13 December and register their receipt on a special website. Those who registered their receipt earned double points under Pyaterochka’s Helping Card loyalty programme.