Kellogg’s extends Breakfast Club support as child morning hunger increases

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Kellogg’s has announced it will be donating funds to Magic Breakfast to increase its support of Breakfast Clubs across the UK.

Kellogg’s has donated four million bowls of cereal to Magic Breakfast over the last year and this additional £50,000 donation will help to provide breakfast provision for over 600 schools that Magic Breakfast has formed new partnerships with this year, whose government funding ended before Christmas. This will help to ensure they continue to have what they need in order to provide pupils with a healthy breakfast each morning.

The news comes as the cereal giant’s latest research ‘No Fuel to Learn’ revealed that 38% of teachers saw an increase in children arriving at school hungry when schools re-opened and a further 43% of teachers claim their Breakfast Club is facing closure[1].

Not only does hunger affect the education of children, the extra demands on teachers’ time is costing the economy. According to the research analysis, hunger in today’s classrooms could cost at least £5.35m[2] a year in lost teaching resources.

Kellogg’s has been a partner to Magic Breakfast since April last year, when it announced it would be providing free breakfast cereal to help feed the 170,000 children supported by the charity. As an official partner, Kellogg’s school breakfast favourites – including Corn Flakes and Rice Krispies – are offered to the charity’s 1,000 partner schools across the country.

No stranger to supporting schools, Kellogg has been running its own Breakfast Club Programme for more than 22 years which has seen it provide over £4million in training, grants and equipment, enabling schools to provide breakfast to the children who really need it. This year Kellogg’s will be donating more money to support breakfast clubs than ever before.

Kate Prince, Kellogg’s corporate social responsibility manager, said: ‘’Kellogg 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. The work Magic Breakfast does to support children across the UK is really amazing, so we’re delighted to be able to offer them further support with the on-boarding of new schools to their programme.’’

Emily Wilkie, head of fundraising at Magic Breakfast, said: “As one of the most trusted household brands, we were delighted to welcome Kellogg’s as a Magic Breakfast partner last year and we’re very excited to continue to develop our partnership to tackle child morning hunger, a cause we are both absolutely committed to. At the start of this year Magic Breakfast more than tripled the number of schoolchildren we offer breakfasts to, to around 170,000 pupils and this very generous donation from Kellogg’s will help us considerably to provide a healthy breakfast to each one of these children, every school day.”