Kellogg Australia has pledged to donate at least two million servings of cereal to kids in 2014.
The company’s free school breakfast program will feed around 10,000 children each school day throughout the year and is part of the company’s wider Breakfast for Better Days hunger relief initiative.
“Our program exists to support children in need by helping to ensure they have the best start to their day possible, but to see one in seven children skipping breakfast remains a concern for the community at large,” said Nitin Vig, head of the free school breakfast program at Kellogg Australia.
Kellogg launched its Breakfast for Better Days initiative in early 2013 and previously told BakeryandSnacks.com it had an important role to play in curbing world hunger.
However, the company hasn't had a smooth run since the initiative launched. Kellogg’s UK business faced social media backlash in November last year over a distasteful tweet relating to the initiative that read ‘1 RT = 1 breakfast for a vulnerable child’. The cereal major promptly removed the tweet and issued two apology tweets.