An innovative gaming site is adopting a novel approach to world hunger, donating rice to countries such as Uganda and Bangladesh for each correct answer given by players.

Freerice.com takes the form of a simple quiz, presenting with a word alongside four possible meanings. For each correct answer given the sites advertisers donate 10 grains of rice to the worlds needy.

Some 40,000 players now rake part in the game each day with backers intending to grow the site further by integrating with popular social media platforms such as Facebook and Twitter and the launch of a mobile phone app.

Donated to the World Food Programme by its creator, John Breen, the site has so far purchased enough rice to feed more than four million people for one day.

Nancy Roman, director of communication for the WFP said: "Freerice is making internet history. It's a stellar example of how a fun and simple idea can harness the internet's potential to contribute to the world's most pressing global issue - hunger."