Newman’s Own Hits the Road with ‘Pay What You Want’ Pizza Truck to Benefit Children in Need (Exclusive)

Customers will choose their own price for a slice at the food truck, which will travel to cities like New York City, Boston and Philadelphia

Newman’s Own is hitting the streets for a good cause.

On June 20, the brand founded by the late Paul Newman unveiled a “Pay What You Want” Pizza truck to raise funds for the Newman’s Own Foundation, PEOPLE can reveal exclusively.

The truck’s first stop is in New York City, where pizza enthusiasts can try Newman’s Own pizza offerings including the new sourdough crust pizza.

The concept aims to combat rising food prices by letting fans choose their slice’s price, which is ultimately a donation to the brand’s charitable branch. The funds will help the foundation's mission to "nourish and transform the lives of children who face adversity." (All profits from Newman's Own products have always benefited good causes.)

The Pay What You Want Pizza truck will travel to 10 major U.S. cities throughout the summer including Boston, Philadelphia, Washington D.C., Los Angeles and Chicago. Specific locations and dates will be updated on their website and social media.

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According to a press release, there will be a slice for all different palates. The truck will offer the thin and crispy pizzas, which come in three options: uncured pepperoni, four cheese or supreme. The brand’s stone-fired crust pizza will also make an appearance — it’s available in margherita or roasted garlic and mushroom. Rounding out the list is the new sourdough crust pizza with meatball toppings.  

Each pizza truck will have three to five pizza varieties to choose from based on the local availability.

"We can't wait to share our delicious pizza, celebrate the great generosity in this country, and help even more kids," said Newman's president and CEO David Best. "Come by and enjoy a slice!"

The business of doing good has been at the heart of Newman's Own since its inception. Back in 1980, Newman and his friend, A. E. Hotchner started offering salad dressing in old wine bottles as Christmas presents to their friends.

By 1982, a company was born. "Once we decided that's what we wanted to do, we decided we'd give the money away," said Newman, who insisted that 100 percent of the after tax profits go straight to charities and causes he believed in. "We had no idea whether the business would be successful."

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After salad dressing, came pasta sauce, lemonade, popcorn, salsa and of course, pizza.

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Read the original article on People.