For non-Brit dopers “Help For Heroes” is very well known and pretty reputable UK veterans charity. However I just brought a bottle of “Help for Heroes” beer and it says:
This seems a bit dodgy to me. Why is this private, profit making, company required, rather than donating the 5p directly to the charity?
It’s probably a consequence of recent-(ish) changes in charity law which require Registered Charities to draw a sharper distinction between their trading activities and their charitable income and pay tax on their trading income. Setting up a Limited Company is probably part of this.