Noble Foods egg brand, The Happy Egg co. has partnered with children’s charity, Magic Breakfast to donate meals to young people across the UK.
The collaboration will roll out as part of a new on-pack promotion, running on medium and large boxes of The Happy Egg co.’s products, with one breakfast donated to the charity for every three packs purchased.
This will be launching across nearly 500,000 packs from today (12 April) in Big 4 grocers Tesco, Sainsbury’s and Asda nationwide.
The Happy Egg co. is also joining FMCG giants including Warburtons and Heinz to support Magic Breakfast both via visability in stores, as well as collaboration on social media for its upcoming Great Big Breakfast event.
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At a company level, Noble Foods is also set to trial supplying The Happy Egg co. to the charity’s partner schools, which will be the first time that eggs are included in the Magic Breakfast provision.
Initially supplying 30 schools, the food manufacturer looks to roll this out to more later this year based on a successful trial period.
“Supporting a UK based charity with a small footprint, but a huge impact, was very important to me and my colleagues from the very start of our discussions,” Noble Foods CEO, Duncan Everett said.
“We also unanimously agreed that a nutritious breakfast and the ability to learn were two causes of great importance to all of us. I’m very humbled to embark on this new partnership with Magic Breakfast, both from our corporate support and through our collaboration with the happy egg co. – a truly perfect synergy and a project everyone at Noble Foods is incredibly proud to stand behind”.
Magic Breakfast director of fundraising and development, Emily Wilkie added: “As well as welcoming their generous support through donations and volunteering opportunities, which will help us to reach more children and young people at risk of hunger, we’re thrilled to be working with the happy egg co. to explore broadening the range of nutritious foods on offer at Magic Breakfast’s partner schools.”
