Retail Gazette Loves: Morrisons feed schoolchildren with Magic Breakfast

469
Magic Breakfast has teamed up with Morrisons and various cereal manufacturers to provide breakfasts to vulnerable children amid Covid-19.
Kellogg’s will also be donating 200,000 boxes of No Added Sugar ‘by Kids’ cereal.

The charity Magic Breakfast has teamed up with Morrisons and various cereal manufacturers, schools and delivery companies to provide breakfasts to vulnerable children amid the ongoing coronavirus outbreak.

The combined efforts will ensure that over 12,000 children won’t go hungry at breakfast through this period of crisis.

Magic Breakfast works with 480 partner schools in disadvantaged areas of the UK providing food to children who arrive at school too hungry to learn.

Some already-vulnerable schoolchildren are now particularly at risk of hunger because of the extra financial stress placed on families by the lockdown and lack of access to their regular school meals.

“We know that during this challenging period this is providing a lifeline for families who are struggling to access nutritious food,” Magic Breakfast chief executive Alex Cunningham said.

Since school closures were announced and with the help of food and delivery partners, Magic Breakfast is delivering breakfast food to all its partner schools who have requested it, while following government guidelines on social distancing.

Supermarket Morrisons and cereal manufacturer Kellogg’s are helping by donating 200,000 boxes of No Added Sugar ‘by Kids’ cereal.

”We hope these boxes provide fuel to help young people to concentrate on their schooling at this very difficult time,” Morrisons Charity and Community Specialist Joseph Clark-Bland.

Heinz is donating cans of No Added Sugar Beanz, Quaker Oats UK is donating porridge and the New York Bakery Co is providing low-cost packs of bagels.

In the coming weeks, Magic Breakfast will also be arranging deliveries of breakfast food to alternative distribution sites where schools are closed, and will be working with delivery partners and volunteers to deliver breakfast packs to children’s homes.

Until April 24 Magic Breakfast will be delivering breakfasts to over 12,000 children who would normally be able to have breakfast in 471 of its partner schools.

Click here to sign up to Retail Gazette’s free daily email newsletter

LEAVE A REPLY

Please enter your comment!
Please enter your name here