Currently, 1 in 8 children in the US lives with permanent gnawing emptiness in the pit of their stomach. They are no stranger to the ravages of hunger.
The costs of hunger
Extreme hunger manifests in a bulging stomach and a bony frame. But the more than 9 million kids living in the US that face food insecurity are impacted in ways that are less visible, but just as devastating.
A mounting body of evidence reveals that kids who experience food insecurity report feeling stressed or anxious on a daily basis – with self-harm more likely when compared to their peers. Roaring stomachs also cause children to be cranky, hyperactive and aggressive, impacting concentration at school and leading to developmental delays and learning disabilities. According to Feeding America, 50% of children facing hunger will need to repeat a grade.
The American Academy of Pediatrics revealed that mothers, too, are impacted, with the inability of being able to feed their lovely ones leading to severe depression and even PTSD.
“As a parent, it’s hard to imagine that millions of children in the US aren't getting enough food to eat. Parents have enough to worry about – finding your child's next meal shouldn't be one of them,” said Longoria.
Eva’s Breakfast for All Bundle
That's why Kellogg has joined forces with the actress and mother to help get food to kids across America.
The duo has created Eva’s Breakfast for All Bundle, a curated collection of some of Kellogg’s breakfast favourites alongside a commemorative cereal box signed by Longoria and enclosed in a protective display case.
The bundle includes boxes of Frosted Flakes, Froot Loops Cereal, Frosted Mini-Wheats, Strawberry Pop-Tarts and Strawberry Nutri-Grain, along with a $5.00 coupon to exchange for an Eggo frozen product, a Kellogg’s cereal or its popular toaster pastries.
“Working with Kellogg's and No Kid Hungry to make a difference on this issue has been so rewarding and I hope that our collective effort relieves some of the burden on families across the country,” added Longoria.
Eva's Breakfast for All Bundle is available for a limited time – from 22 March until 10 April, while supplies last – from Kellogg’s for an RRP of $25, which includes shipping.
For every Bundle sold, Kellogg’s will donate $1,000 donation to No Kid Hungry (minimum donation $50,000 – max $100,000), launched in 2010 by Share Out Strength, a nonprofit working to find the best approaches to eradicate poverty and hunger around the world.
A worsening crisis
The pandemic and current cost-of-living crisis has exacerbated an already pressurised scenario.
A staggering number of parents are facing challenges providing meals for their children as costs soar due to the rise in food prices, according to new survey findings released today by No Kid Hungry.
Traditionally, many kids rely on the meals they get at school each day, but the closure of schools during the pandemic threw the balance off-kilter – a status quo that never had a chance to recover before being hit by the runaway cost-of-living.
According to the US Bureau of Labor Statistics, food prices rose 9.5% in February 2023 compared to February 2022. Although families with lower incomes have been hit hardest by rising food prices, food insecurity has become a pressing issue affecting more families with middle incomes across America.
No Kid Hungry has a plan to make sure those children don’t slip through the cracks. Through a combination of emergency grants, strategic assistance, advocacy and awareness, the initiative is helping kids, families and communities get the resources they need.
“We are committed to helping combat childhood hunger through our long-standing partnership with No Kid Hungry, and to date have reached 1.8 million kids and helped serve 194 million meals,” said Zion Doran, Kellogg’s senior director, Integrated Promotions & Partnerships.
“We are excited to partner with Eva Longoria to help continue our mission and give parents and fans across the country the opportunity to support No Kid Hungry with their family’s favourite breakfast items. Together, we can help bring breakfast to all kids.”
Want more ways to help? Until 9 May, Kellogg fans are advised to be on the lookout for specially marked boxes of Breakfast for All Kellogg’s breakfast items in grocery aisles across the US. Consumers will receive a $5 breakfast item coupon for every Breakfast for All product purchased. Kellogg will also give $5 to No Kid Hungry (minimum donation $50,000-max $250,000).