Kellogg’s has pledged to match every £1 raised for this year’s Big Scottish Breakfast, in support of the STV Children’s Appeal, helping fund breakfast clubs in schools across Scotland.

The new campaign will run between 1–30 September, and encourages communities to host breakfast gatherings to raise money that goes directly to schools providing free breakfasts for children facing food insecurity.

It is understood the cereal giant has vowed to match donations pound to pound, up to the amount of £100,000.

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The new initiative follows research from Kellogg’s that shows nearly half of teachers have seen more children coming to school hungry, with many using their own money to help.

Data found that hunger was linked to tiredness, lack of focus, and disruptive behaviour in classrooms.

Kellogg’s social impact manager Andrew Ridge  said: “We’ve been supporting school breakfast clubs in the most deprived areas of the UK for nearly three decades with cash grants.

“We see first hand how important they are for children who would otherwise go hungry. And not only that – they’re a warm, safe space to play and grow confidence.

“We’re proud to be supporting the Big Scottish Breakfast once again this year, matching each £1 donation to help even more breakfast clubs across Scotland to flourish.”