Reitan Convenience Sweden, which owns Pressbyrån and 7-Eleven, and the Rainbow Fund, which provides financial support to LGBTQI organizations, have entered into a collaboration that has enabled the launch of GB Glace’s new Pride ice cream, aiming to “highlight and support the rights of LGBTQI people, both in Sweden and :censored:6:cdd6bbaa89:ly.” Money will go to the Rainbow Fund and be used for “legal support and protected housing” as well as to “raise awareness in countries where LGBTQI individuals live under threat.”

Starting May 4th, the ice cream “Pride Rocket Pink Lemonade” will be available at Pressbyrån and 7-Eleven.

Reitan Convenience Sweden is hopeful about the initiative.

– Ahead of Pride, we want to offer our customers a fresh summer novelty that both stands out in the ice cream freezer and makes a real difference. With our stores across the country, we have unique reach, says Linnéa Borgström, HR and Sustainability Director at Reitan Convenience Sweden.

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GB Glace also emphasizes the importance of strengthening the position of LGBTQI+ individuals in society.

– For us, Pride Rocket is about more than just ice cream. It’s about enabling concrete support for the Rainbow Fund’s long-term work for LGBTQI+ people’s right to live openly and safely, says David Scholander at GB Glace.

The Rainbow Fund, which receives money from the sales, stresses the importance of more people contributing.

– Every contribution goes to projects that support LGBTQI individuals where human rights are under attack. Through Pride Rocket, we make it possible for even more to contribute, says Embla Kullberg, Secretary General of the Rainbow Fund.

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