Morrisons has today announced its partnership with Kellogg’s to extend its popular ‘Breakfast Clubs’ – offering free breakfasts in its Cafés – throughout every school holiday this year*.
Families visiting their local Morrisons Café can enjoy a free ‘Kellogg’s Breakfast’, which includes a bowl of cereal and a portion of fruit. Kids and adults can choose from much-loved favourites Corn Flakes or Rice Krispies, topped with their choice of dairy or non-dairy milk and a free apple or banana.
The offer will be available in all Morrisons Cafés nationwide from today and during every school holiday in England, Scotland and Wales this year, providing additional support to families during ‘school’s-out’ periods, when many parents will be feeling the squeeze on their pockets with the absence of school breakfast clubs.
Morrisons and Kellogg’s have extended the initiative to all school holidays as new research highlights the growing pressures faced by parents when schools close, with one in three (33%) parents admitting they often struggle to feed their children during the school holidays, this rises to two in five (40%) of parents age 25 – 34. Eighty per cent of parents also admitted that during the school holidays they have worried about whether their food supplies would last until their next grocery shop.
The study found that worrying about how to occupy children (61%), financial strain (51%) and the loss of routine (47%) were the biggest drivers of parental anxiety during the school holidays.
It also revealed that children aged 5–11 years ask for food on average every two hours while at home, adding to the pressure on household food budgets as 77% of parents admitted to spending more money on food during the school holidays.
By extending ‘Breakfast Clubs’ across all school holidays, Morrisons and Kellogg’s are providing families with a welcoming space to enjoy a balanced breakfast together, helping to ease financial strain, rumbling tummies and social isolation.
Matt Khan, senior trader for Morrisons Café, said: “We know school holidays can put extra pressure on families, from the cost of food to the loss of everyday routines. By extending our partnership with Kellogg’s across all school holidays, we’re doing more to make it a little easier for families to enjoy a balanced breakfast together. It’s about offering practical support, a welcoming space, and helping parents and grandparents through what can be challenging periods throughout the school year for many.”
Andrew Ridge, social impact manager at Kellogg’s said: “For nearly 30 years, Kellogg’s has supported school breakfast clubs with cash grants to help provide children with the start they need to the day. Our research highlights the critical gap that can be left during the school holidays, when many of these vital breakfast clubs are not running. That’s why we’re proud to partner with Morrisons to help families access a simple, balanced breakfast across every school holiday this year, when support is needed most.”
Families can take advantage of the offer every day during school holidays at Morrisons Cafés nationwide. Morrisons popular Kids Eat Free offer will continue to run in all of its cafés, allowing families to enjoy a free meal and drink for one child aged 16 or under when they purchase an adult main meal costing over £5 from The Breakfasts and The Classics menu.
