Morrisons has partnered with Kellogg’s to launch a breakfast club where the whole family can request a free bowl of cereal. Both adults and children can choose from a bowl of Cornflakes, Rice Krispies or Coco Pops, with a choice of dairy and non-dairy milk, when they order a ‘Kellogg’s breakfast’ before 11am, in any of Morrisons 397 cafés.
The joint initiative will run from 3 to 24 April, while stock lasts, and aims to support families during the Easter holidays when many school breakfast clubs are unavailable. Recent research has found that nearly a third of parents are struggling financially to feed their family and 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. The company has supported 5,000 clubs to open their doors to feed children in the morning and provide them with a breakfast helping to boost attendance, attainment, alleviate hunger and provide before school care.
