Morrisons is offering free breakfasts to both children and adults throughout the summer holidays. The promotion, available until September 6, allows families visiting any Morrisons Café to claim a free bowl of cereal and a portion of fruit. Choices include Kellogg's Corn Flakes or Rice Krispies, paired with a free apple or banana.
Financial Strain on Families
Research commissioned by Morrisons indicates that over half (54%) of parents feel financial strain during the long summer break, with 'week three' identified as the critical tipping point when the impact is most acutely felt. Nearly half (48%) of parents confessed to skipping meals to ensure their children do not go without, with breakfast being the most commonly omitted meal.
Statements from Partners
Matt Khan, Senior Trader for Morrisons Café, said: 'We know that when schools close for the summer, family budgets get stretched to the absolute limit. Losing that daily routine makes it a challenging time for parents and grandparents. By teaming up with Kellogg’s, we want to take some of that pressure off by offering a welcoming space where families can sit down and enjoy a healthy, proper breakfast together, completely free of charge.'
Andrew Ridge, Social Impact Manager at Kellogg’s, added: 'Kellogg’s has been funding school breakfast clubs, with cash grants, for nearly 30 years because we know how vital they are to a child's day. When schools close for the holidays, that crucial support disappears, and many families are left feeling the pinch. That’s why we’re incredibly proud to partner with Morrisons to keep those breakfasts coming all summer long, exactly when parents need the extra help most.'
Morrisons Sales Performance
Last month, Morrisons reported a slowdown in sales growth for the latest quarter, citing 'highly competitive' market conditions. Total sales grew by 1.7% to £4 billion over the 13 weeks to April 26, compared with a 2.6% increase in the previous quarter. Like-for-like sales growth slowed to 2.2% from 2.8% in the prior quarter. The company emphasized 'good progress' in its growth strategy, focusing on value to attract shoppers. However, discount rival Lidl recently overtook Morrisons to become the UK’s fifth largest grocery chain.
