// Morrisons to launch breakfast club where families can request a free bowl of cereal
// Adults and children can choose a free ‘Kellogg’s breakfast’ before 11am, in any of Morrisons cafés from 3 to 24 April
Morrisons will launch a breakfast club where families can request a free bowl of cereal after research found that nearly a third of parents are struggling financially.
The grocer has partnered with Kellogg’s to offer both adults and children the opportunity to choose a free ‘Kellogg’s breakfast’ before 11am, in any of Morrisons 397 cafés.
Families can order a bowl of Cornflakes, Rice Krispies or Coco Pops, with a choice of dairy and non-dairy milk, from 3 to 24 April.
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Morrisons aims to support families during the Easter holidays when many school breakfast clubs are unavailable.
The initiative comes after it found that over half of parents surveyed would be interested in their child being able to access a breakfast club over the school holidays.
The partnership with Morrisons is an extension of the school breakfast club programme Kellogg’s has been supporting in the UK since 1998.
Morrisons Café buying manager, Chris Strong said: “We know that the school holidays can be a worrying time for families who need to cater for additional meals that would otherwise be covered at school, therefore we are pleased to be joining forces with Kellogg’s to offer our customers a free bowl of cereal when they visit a Morrisons café.”
Morrisons will continue to offer its Kids Eat Free promotion during this time, meaning families can access a free kids meal when purchasing an adult meal costing £4.49 or more.
