#Chances4Children: Magic Breakfast announces Kellogg’s partnership
Fiona Simpson
Thursday, August 27, 2020
Magic Breakfast has announced a new partnership with Kellogg’s to provide free breakfasts for thousands of children.
The cereal company will provide nutritious meals to more than 48,000 pupils across 480 schools five days a week, it has announced.
During lockdown, Kellogg’s supplied Magic Breakfast with 200,000 boxes of cereal to support the children of key workers and vulnerable children still at school.
Boxes were also provided as part of food packs distributed to the doorsteps of families facing food poverty.
The company has also pledged £500,000 to schools in the most disadvantaged areas of the UK to provide breakfast for a further 42,000 children.
The partnership comes amid concerns over rising levels of poverty across the UK due to the Covid-19 pandemic.
The Child Poverty Action Group estimates that a further one million children will fall into poverty by the end of the year due to the pandemic.
Chris Silcock, managing director for Kellogg UK and Ireland, said: ‘’Kellogg’s 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.
‘’We’re in awe of the work Magic Breakfast do and our new partnership with the charity provides a great opportunity for us to extend the support we currently offer, allowing us to help thousands more children.’’
Alex Cunningham, chief executive of Magic Breakfast, said: “Kellogg’s support has been vital in the success of our Keeping Breakfast Going campaign and in enabling us to continue providing children at risk of hunger with a healthy breakfast throughout lockdown and the summer holidays.
“We are excited to be able to continue working together over the course of the upcoming school year, further delivering on our joint commitment to support school breakfasts and tackle child morning hunger.”
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