Kingsmill has joined forces with the National Schools Partnership to launch a scheme teaching children the importance of breakfast.

Running now, The Breakfast Squad programme provides primary schools with free course material in areas including vocabulary, creativity, basic fitness and numeracy. Participating schools also receive vouchers to claim complimentary products from Kingsmill’s recently launched Fruit & Fibre range, as well as money-off coupons for pupils to take home.

The initiative would tap into the £18m opoortunity for growth in the breakfast market that had been identified by Kingsmill producer Allied Bakeries.

“Kingsmill Fruit & Fibre was launched to help retailers capitalise on this potential, but it also demonstrates our understanding of modern consumers who, keen to provide their families with a nutritious breakfast to start the day, have indicated a need for quick, tasty and healthy breakfast products,” said category director Guy Shepherd.

More than 680 schools across the UK have signed up to the programme, which follows last year’s similar Feed Your Imagination initiative, with the first 500 schools to register receiving vouchers to claim complimentary products from Kingsmill Fruit& Fibre for their pre-school breakfast clubs.