Quaker Oats is pledging to donate up to 2.5 million warm breakfasts to communities in the UK who need it most this winter.
The new campaign, titled ‘Share the Warmth’, builds on Quaker’s long-standing partnership with Magic Breakfast and is bolstered through a new collaboration with FareShare.
The breakfast brand has also joined forces with big 4 grocer Asda to offer children a free warm breakfast across the February half term holidays – expected to enable over 50,000 bowls of porridge to be served to children alone.
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Along with the new partnerships, Quaker is introducing new limited-edition porridge packs in March 2023 where for every promotional pack sold, the label will donate one bowl of porridge to its charity partners Magic Breakfast and FareShare.
Recent research from the charity Magic Breakfast has shown that 81% of schools believe that child hunger has increased in their community in the last year.
Additionally, children will be able to get a free bowl of Quaker porridge from 8am to 12pm every day in 205 Asda cafes nationwide during February half term.
“As a brand, Quaker Oats is committed to both doing good as well as making you feel good with a range of nutritious breakfast options,” general manager at Quaker Oats UK Divesh Parmar said.
“Share The Warmth was created to support communities that are facing challenging times this winter.
Parmar added: “By working in partnership with Magic Breakfast and FareShare, we can play a part in getting a warm, nutritious bowl of porridge to those who need it most.”
CEO of Magic Breakfast, Lindsey Macdonald commented: “For the past 14 years Quaker has generously supported Magic Breakfast, providing millions of warming bowls of porridge for hungry children and young people at the schools we work with across the UK.
“With costs soaring and the cost-of-living crisis continuing to impact an increasing number of families, the number of children at risk of hunger is only growing.”
CEO at FareShare, Lindsay Boswell said: “We’re incredibly grateful for the support from Quaker and thrilled to be part of their ‘Share the Warmth’ campaign.
“The breakfast food they have donated will be distributed through our network of 9,500 charities, which support over a million people across the UK.
“The cost of living crisis has had a disproportionate impact on those already struggling to make ends meet with millions being pushed into food insecurity. This generosity is needed now more than ever.”