British supermarket chain Tesco has revealed that it has donated over two million breakfasts to children at Magic Breakfast clubs during the school year 2014/15.
It was the first year of the supermarket’s charity partnership with the Magic Breakfast project.
Magic Breakfast provides free, healthy breakfasts to more than 22,000 children in the UK.
Tesco donated four cereals to the scheme - Cornflakes, Rice Snaps, Wheat Biscuits and Malt Wheats - all complying with the Government’s School Food Standards and with the charity’s own guidelines for a healthy diet that is low in sugar and salt.
Speaking on the initiative, Josh Hardie, corporate responsibility director for Tesco, said, “It’s great news that our donation of over two million bowls of cereal has made such a big difference to Magic Breakfast. Their fantastic work means children don’t start school on an empty stomach, which can make a real difference to a child’s academic achievement. Magic Breakfast also does fantastic work to promote a healthy diet to children, something we’re absolutely committed to at Tesco.”
Carmel McConnell, founder director of Magic Breakfast, said, “The very generous cereal donation given by Tesco has really boosted our healthy food offer to hunger hit schools across the country. We want to eliminate child hunger as a barrier to learning in our classrooms and feel very grateful for Tesco support and for their desire to help us expand. With partnerships like this I believe we can solve this problem for good”.
2015 ESM - European Supermarket Magazine - your source for retail news. To subscribe to ESM: The European Supermarket Magazine, click here.
