The supermarket is offering a free bowl of Kellogg’s cereal until 27 April to help parents over the Easter holidays.
Classic options to choose from include Corn Flakes, Rice Krispies and Coco Pops with both non-dairy and dairy milk available.
As well as cereal, the supermarket cafes will also have a free piece of fruit for customers to pick. Apples, bananas, and oranges will be free to enjoy until stocks last.
It’s the third year the breakfast clubs have been running, and the retailer said it has served over 22,000 bowls to customers in the morning. The initiative was designed to help parents who may be struggling to afford food for their children during the two-week period.
Indeed, nearly two-thirds (61%) of parents in the UK said their food budget was stretched during the school holidays. A further two in five (42%) surveyed by Kelloggs are anxious about feeding their child over the half-term too.
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It is an address that needs addressing, according to teachers, with two-thirds believing more should be done to help parents afford to feed their children outside of term time.
‘A need for more support outside of term time’
Chris Strong, Morrisons Café senior buying manager, said: “The breakfast club partnership with Kellogg’s has proved incredibly popular with our customers and we are delighted to bring it back for a third year. We have helped many families across the UK since it was first introduced and will continue to do so during schools’ Easter holidays.”
There is some Government help available for parents at breakfast time when children are in school.
Up until the July term, 754 breakfast clubs in schools are free for parents to feed their children.
Here is how the schools are split into regions.
- London – 80
- South East – 73
- South West – 93
- East Midlands – 84
- West Midlands – 82
- Yorkshire and Humber – 93
- North West – 105
- North East – 56
- East of England – 88
Chris Silcock, managing director, Kellogg’s said: “We have been supporting school breakfast clubs for over 27 years now, but we know that there is a need for more support outside of term time.
“Our research shows that it’s a source of worry for parents. The Kellogg’s Breakfast programme with Morrisons extends this much needed support for families over the Easter holidays and we’re delighted to partner with them to narrow the holiday hunger gap as much as we can.”
