Aldi is launching an Adult’s Breakfast Club to help millions of parents who are skipping breakfast to ensure their children have enough food to eat. 44% of parents from lower income families are skipping meals to ensure their children have enough food to eat, with breakfast being the most common one to miss.
New research from Aldi reveals that 47% of parents are now experiencing more financial pressure to feed the family compared to six months ago, with almost 2 in 3 admitting they are likely to go hungry so their little ones don’t have to. This has led to a third of parents buying less food now than they were 6-months ago, with some of the biggest cutbacks including key breakfast items such as butter, milk, and cereal.
To help ensure parents are getting the food they need, from today they will be able to access breakfast free of charge thanks to Aldi’s newly announced Adult’s Breakfast Club. The supermarket chain will donate 10 tonnes of healthy cereal and 5,000 gallons of milk and milk alternatives to foodbanks across the country, with the help of charity partner Neighbourly. It will also be doubling down on its existing donations to local schools during term time, as almost a third (31%) of parents surveyed said that they rely on their children being provided breakfast by their school.
