Morrisons and Kellogg’s join forces to offer families free breakfast over Easter

Morrisons has partnered with Kellogg’s this Easter to launch a breakfast club where each member of the family can request a free bowl of cereal each.

Both children and adults 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 the supermarket chain’s 397 cafés across the UK.

The joint initiative will run from 3rd to 24th April, while stock lasts, and aims to support families during the Easter holidays when many school breakfast clubs are unavailable.

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The partnership with Morrisons is an extension of the school breakfast club programme Kellogg’s has been supporting in the UK since 1998.

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 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, alleviate hunger and provide before school care.

In addition, Morrisons will continue to offer its Kids Eat Free promotion during this time, meaning families can access a free kids meal when purchasing an adult meal costing £4.49 or more.

“We know that the school holidays can be a worrying time for families who need to cater for additional meals that would otherwise be covered at school,” café buying manger at Morrisons, Chris Strong said.

“Therefore we are pleased to be joining forces with Kellogg’s to offer our customers a free bowl of cereal when they visit a Morrisons café.”

Kellogg’s managing director, Chris Silcock commented: “We’ve been supporting school breakfast clubs across the UK for 25 years now with food and funding, but we know that there is a need for more provision in the school holidays.

“The scheme with Morrisons extends the support we can provide families outside of term time,” he added.

The free breakfast initiative follows on from the success of the ‘Ask for Henry’ scheme last Autumn, which saw Morrisons partner with Heinz to give away a free jacket potato and beans in its cafés.