In VARUS supermarket chain stores across Ukraine, a charity initiative called "Fluffy Box" has been operating since May 2026, launched through the joint efforts of the retailer, the Purina® brand, and the Happy Paw foundation. The project's mechanism is simple: the customer purchases cat or dog food and leaves it in a special transparent box placed in the sales area. All collected products are transferred directly to local shelters partnering with the foundation, which currently house thousands of animals — abandoned, rescued from abuse, or evacuated by volunteers from combat zones. By November 2026, the project already covers 54 VARUS supermarkets in 12 Ukrainian cities.
Participation mechanics: From shelf to shelter
Every store visitor can contribute to the initiative without any extra effort: just select a pack of food or treats and place it in the "Fluffy Box". Inside the box, as seen in the photographs from the retail floors, bags of various brands are already accumulating — from dry kibble to wet canned food. The collected items do not go through intermediaries: they are delivered directly to verified charities and shelters belonging to the Happy Paw partner network. This minimizes logistics costs and ensures that the aid reaches the recipients in full.
Results: Over 905 kilograms of feed in six months
According to data published by RBC-Ukraine, from June 2026 — that is, during the first months of the boxes' active operation — more than 905 kilograms of cat and dog food were collected and transferred to shelters. For context, this means that on average, each of the 54 participating supermarkets provided about 17 kg of feed per month. Considering the initiative started in May and picked up pace in June, the collection rate can be considered sustainable. Partner shelters receive food regularly, allowing them to plan the diet for their wards without the risk of interruptions.
The "faces" of the project: Shkvarka the cat and Valya the dog
The official "faces" of the "Fluffy Boxes" are Shkvarka the cat and Valya the dog, who are under the care of the "Best Friends" shelter in the Kyiv region. Their photographs are placed on large cylindrical structures in VARUS retail halls: Valya on the dog food box, Shkvarka on the cat food box. Next to the animals' images, their "speeches" are placed in a stylized speech bubble: Valya says "Hi, I'm Valya. I would buy it myself, but I have paws," and Shkvarka says "Hi, I'm Shkvarka. I would buy it myself, but I have paws." The boxes also feature the call: "Buy feed and feed animals in shelters." The Purina and VARUS logos are placed at the top of the structure, emphasizing the partnership nature of the initiative.
Network of partner shelters: From Kyiv to Odesa
The collected feed is distributed among a wide range of verified charitable organizations and shelters. Project partners include the "Hostomel Animal Shelter," NGO "Giving Hope," "Animal SOS Odesa," "Kotofei" Charitable Foundation, "House of Saved Animals 'Fairy', Heart," Dnipro City Animal Protection NGO "Vernist," "Window to Life," "Best Friend," "Manana" Foundation, "Planeta," and "Zodopomoha." The geography of partners covers Kyiv, Odesa, Dnipropetrovsk regions, and other regions, consistent with the presence of the VARUS network in 12 cities. This approach allows feed to be directed to shelters located near the stores where it was collected, shortening the logistics chain.
How to join
You can join the initiative during any visit to a VARUS supermarket: just purchase pet food or treats and leave them in the "Fluffy Box." You can find the nearest box and get details about the project on the official initiative page. As the organizers note, one pack of food is "a full day and a small big happiness for a homeless tail." The initiative does not require the participant to make any financial donations beyond the cost of the food itself: the entire mechanism is built on the "bought — left — helped" principle, making the barrier to participation minimal.
