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It will now be possible to buy a little “hope” with your weekly shop at a Crouch End supermarket.

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Small wooden blocks, engraved with the words hope, will go on “sale” on shelves at Budgens, the Broadway, costing shoppers £1 – all of which will be passed to the local branch of the Alzheimer’s Society to support people with dementia.

Once shoppers have purchased the block, it will go back on the shelf for the next person to “buy”.

If the scheme – which has also launched in Belsize Park – is a success, it will be rolled out to Budgens nationwide.

Crouch End councillor David Winskill said: “This is a really innovative idea allowing people to ‘give at their own pace’.

“My mother died with vascular dementia and the Alzheimer’s Society is a charity I warmly approve of. It will be interesting to see whether this idea is taken up in other shops.”

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