Morrisons and Kellogg’s have renewed their partnership to offer kids free breakfast throughout the school holidays.
The initiative, which returns for the fourth year, offers families a free bowl of cereal and piece fruit in any of the supermarket’s in-store cafes from 16 February, throughout the February half-term break.
Morrisons has confirmed that the offer will also return during the Easter, half term breaks, summer and Christmas holidays throughout the year, as the cost of living crisis leaves more families struggling with holiday hunger.
Shoppers who ask for a Kellogg’s Breakfast in any Morrisons café will be able to choose from a bowl of either Kellogg’s Corn Flakes or Rice Krispies, with dairy or non-dairy milk, alongside a choice of a free apple or banana.
As many as a third (33%) of British parents say they struggle to feed their children during the school holidays, when school-run or other community breakfast clubs tend to close, according to a poll 2,000 UK adults by Obsurvant, commissioned by Morrisons. This number rises to 40% among parents aged 25 to 34.
“We know school holidays can put extra pressure on families, from the cost of food to the loss of everyday routines,” said Matt Khan, senior trader for Morrisons Café.
“By extending our partnership with Kellogg’s across all school holidays, we’re doing more to make it a little easier for families to enjoy a balanced breakfast together. It’s about offering practical support, a welcoming space, and helping parents and grandparents through what can be challenging periods throughout the school year for many.”
The initiative serves as an extension of Kellogg’s long-running breakfast club programme, which has supported schoolchildren since 1998.
“For nearly 30 years, Kellogg’s has supported school breakfast clubs with cash grants to help provide children with the start they need to the day,” said Andrew Ridge, Kellogg’s social impact manager.
“Our research highlights the critical gap that can be left during the school holidays, when many of these vital breakfast clubs are not running. That’s why we’re proud to partner with Morrisons to help families access a simple, balanced breakfast across every school holiday this year, when support is needed most.”
The offer will run alongside Morrisons’ existing Kids Eat Free offer, which enables families to redeem a free meal and a drink for one child aged 16 or under when they purchase an adult meal costing more than £5.
Retailers, suppliers and hospitality companies are stepping up their efforts to fight holiday hunger, which is becoming a growing problem as families continue to feel the squeeze of soaring food inflation.
Iceland Foods has estimated that the school holidays can add an additional £553m to UK grocery bills every week.
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