A parade by veterans and music from bands and a choir brought shoppers to a standstill as the Kent Poppy Appeal was launched at Bluewater.

The ex-Servicemen were joined by a cadet band to mark the start of the annual Royal British Legion appeal, which raises thousands to support personnel from the British Armed Forces, veterans and their families.

The parade was watched by hundreds of shoppers at the Greenhithe centre and was followed by a performance from the Brompton Military Wives Choir.

It was also a chance for people to uncover the story behind the poppy, from the flower’s origins as a symbol of remembrance and hope, to the modern stories of how the legion helps the Armed Forces community in Kent today.

A spokesman for the legion said: “The generosity of the British public helped the legion answer over 450,000 calls for help in the last year.

“The money raised from the Poppy Appeal goes towards the Legion’s work with current serving personnel, veterans and their families, including innovative dementia care, theatre recovery projects, world-leading research on blast injury studies, and Legion-owned seaside break centres.

“We’re encouraging people to dig deep for this year’s Poppy Appeal to help us raise £41 million.

“The legion’s work is entirely dependent on the public’s generous support – so please wear your poppy with pride, knowing that you are helping the Armed Forces community to live on.”

A pop-up Poppy shop was also opened at the shopping centre on Sunday , which will remain open until Saturday, November 7.

Run by the Legion, it will sell a wide range of goods and gifts, from friendship bracelets to Union Jack poppy brooches or even a crystal brooch, similar to one worn by HRH The Duchess of Cambridge.

The store also has poppy-themed stationery, a fashionable jute bag and a black leather wallet, featuring a discreet poppy emblem.

John Norton, from the legion, said: “Through the generous support and donations of the public, each year we are able to help the Armed Forces community and their families.

“We believe that our British Legion pop-up shops will provide the public with another way to show their support and to raise funds so we can help all our beneficiaries.”

Bluewater general manager Robert Goodman said: “We welcome the Poppy Shop with all its sales going to an incredibly important cause. We are urging visitors to dig deep.”

The pop up shop is on the ground floor near Marks and Spencer, but products are also available online at www.poppyshop.org.uk.