The breakfast cereal giant is putting its might behind the 2023 Big Scottish Breakfast campaign, hosted by the STV Children’s Appeal.
Kellogg’s has been a supporter of school breakfast clubs across the UK for over a quarter of a century, with its Breakfast Club Network investing £5m towards training, grants and food for more than 4,000 clubs supporting over 500,000 children since 1998.
Breakfast clubs are becoming an increasingly vital cog in many schools, with 63% of teachers noting a dramatic increase in the past year of the number of children in their classroom going hungry.
Research commissioned by Kellogg’s found that nearly a third of parents are struggling financially to feed their families, with over half of them relying on breakfast clubs to provide their kids with a nutritious meal before school.
Breakfast is coined ‘the most important meal of the day’ for good reason. It breaks the overnight ‘fast’, replenishing glucose to boost energy levels and alertness, while also providing other essential nutrients required for good health. Numerous studies have shown breakfast benefit physical health and cognitive function, improving concentration levels and chances of a child’s success at school and later in life.
Kellogg’s also hosts the annual Breakfast Club Awards, to recognise the schools across the UK for the incredible role they play in ensuring children are ready to rise and shine every morning.
The 2023 awards saw Clackmannanshire Schools’ Support Service (CSSS) - based in Tullibody in the Central Lowlands of Scotland - scoop the title as Best Breakfast Club in Scotland. The club opened in 2019 and supports 25 students with a free breakfast every morning, with parents reporting greatly reduced stress levels not only for the financial help, but in helping their child to build ‘meaningful, positive relationships’ with other pupils.
A breakfast club from each region of England, as well as a club from Scotland, Wales and Northern Ireland, were crowned the best of the year, bagging a cash prize of £1,000 each. This year, the awards also championed a Breakfast Club Hero - someone who goes above and beyond to make their breakfast club happen.
Kellogg’s also recently announced it will expand its Breakfast Club Programme across the UK by increasing the number of schools supported by another 50%.
The Big Scottish Breakfast
The annual event is one of many campaigns organised by the STV Children’s Appeal to help tackle child poverty.
Since its formation in 2011, the Appeal has raised over £30m, which goes towards local and national charities across all 32 local authority areas in Scotland to provide practical goods like food and warm clothes, along with skills training, social and emotional support. Since its launch, the Scottish Government has match funded the first £1m of monies raised each year.
STV presenter Laura Boyd visited the CSSS’ breakfast club to launch the partnership.
“That was one of the best breakfasts I’ve had in a while,” said Boyd.
“I had such a great time meeting the wonderful kids at the Clackmannanshire Schools’ Support Service and can’t wait to have another fun-filled Big Scottish Breakfast with my friends and family in September.”
For the first time, this year’s initiative is supported by Kellogg’s, and the two are calling on groups of friends, family, colleagues and classmates across Scotland - from Castle Douglas to Kirkwall - to host a ‘braw’ breakfast in September to raise funds for children that need essential support.
“Having Kellogg’s on board as our official partner for the Big Scottish Breakfast feels like such a natural fit,” said Natalie Wright, head of STV Children’s Appeal.
“The work they do through their Breakfast Club Network has helped to alleviate school hunger for thousands of children and is very much aligned with our core mission to improve the lives of young people affected by poverty in Scotland.
“Getting a group of pals or family together to share breakfast and have a bit of a laugh may seem like a simple thing to do, but we’ve seen firsthand that it can have an enormous impact on the children who need the most support.”
Added Heather Murphy, Kellogg’s community engagement manager, “We’re excited to be part of the Big Scottish Breakfast this year and support the campaign to raise money for children affected by poverty.
“Being hungry can impact children in many ways in the classroom, making them unable to concentrate. That’s why we support breakfast clubs, so that children can enter the classroom in the morning without a rumbling tummy and ready to learn.”
The Big Scottish Breakfast takes place across Scotland between 11 and 15 September. You can download a fundraising pack here.
Bourie - breakfast
Braw - excellent or pleasant, although typically used to refer to the weather or someone’s appearance
Scran - food (slang)
We’re a’ Jock Tamson’s bairns - no matter the differences between us, underneath we’re all equal. ‘Jock Tamson’ is an old Scottish Borders term for ‘everyman’.
The Lorne sausage (also known as square sausage or slice) is a traditional Scottish product made from minced meat, rusk and spices.
The Arbroath smokie - a speciality of the town Angus, Scotland - is a type of smoked haddock.
Aberdeen rowie (also known as butteries) originated in the northeast of Scotland as an alternative bread roll for fisherman to eat while out at sea, being packed with a high lard content to provide the necessary energy.
Skirlie - indicating the noise made by the frying ingredients - is similar to white pudding, made from oatmeal, onions and seasonings.
