The holy month of Ramadan is usually marked by fasting during the day and the traditional Suhoor and Iftar. During this time around 25% of all food is wasted, a problem that goes against the spirit of Ramadan.

Enter the ¾ Pizza Box, launched in a collaborative effort between Red Crescent, Pizza2Go (a local pizza restaurant in Dubai) and advertising agency MullenLowe MENA, which removes a quarter of the pizza and its box to effectively eliminate the 25% that would otherwise land in the bin.

However, that’s not the only thing the ¾ Pizza Box does. Customers are paying a special price of AED 44 for their orders, with 25% of it being donated to Red Crescent to help those in need. Making for the UAE’s only pizza during Ramadan that doesn’t just taste good, it does good too.

Dozens of foodie influencers on Instagram have picked up on the novel idea and created their own unboxing and tasting videos online, spreading the word for this worthy cause on Instagram, encouraging others to order it as well for their next Iftar meals.

The pizza is available to order during the holy month of Ramadan in a variety of choices for toppings, from the classic Margherita and Pepperoni to vegetarian and vegan options, at the restaurant’s website and on all popular delivery apps as well.