According to Magic Breakfast – a charity registered with the Charity Commission for England and Wales – as many as 1.8 million school age children in the UK are at risk of hunger in the morning. This figure is on the rise, particularly with the pandemic.
A hungry child loses out on education, as they cannot concentrate. But, for a mere 34p, Magic Breakfast says ‘it can give a child a healthy breakfast and wrap-around support at school, opening up hours of crucial lesson time in the morning’.
Keep breakfast going
Kellogg’s UK has extended its support of Magic Breakfast by becoming an official partner of the charity.
During the pandemic, Kellogg’s provided over 200,000 boxes of cereal to Magic Breakfast to deliver breakfasts to schools that remained open for the kids of frontline workers, along with food packs distributed to the doorsteps of the families in need.
The official partnership will see the Corn Flakes and Rice Krispies maker supply free breakfasts to the charity’s 480 partner schools across the country, which will feed 48,000 children, five days a week.
“Kellogg’s support has been vital in the success of our Keeping Breakfast Going campaign and in enabling us to continue providing children at risk of hunger with a healthy breakfast throughout lockdown and the summer holidays,” said Alex Cunningham, CEO of Magic Breakfast.
“We are excited to be able to continue working together over the course of the upcoming school year, further delivering on our joint commitment to support school breakfasts and tackle child morning hunger.
“Through the supply of healthy cereals, Magic Breakfast can continue to provide a nutritious breakfast to children, ensuring they have the fuel they need to learn. A very big thank you to Kellogg’s.”
Kellogg's UK is also donating £500k to schools in the most disadvantaged areas of the UK to provide breakfast for a further 42,000 children.
The company fully understands the importance of starting the day off strong and for more than 22 years, has run its own Breakfast Club Programme, making available over £4m in training, grants and equipment to schools.
“Kellogg’s has supported school breakfast clubs in the UK since 1998 and we’re continuously looking for ways we can do more to ensure all children start their day with the breakfast they need,” said Chris Silcock, MD of Kellogg UK and Ireland.
“We’re in awe of the work Magic Breakfast do and our new partnership with the charity provides a great opportunity for us to extend the support we currently offer, allowing us to help thousands more children.”’
All food donated as part of the partnership will meet School Food Standards.