Morrisons has partnered with Kellogg's to relaunch its school holiday 'Breakfast Clubs' across all UK cafés, providing free meals to families until September 6. The initiative aims to ease financial pressures during the summer break when schools are closed.
Free Breakfast for All Ages
Families visiting any Morrisons Café can enjoy a complimentary 'Kellogg's Breakfast' consisting of a bowl of cereal and a portion of fruit. The offer is not limited to children; adults can also eat for free. Choices include Corn Flakes or Rice Krispies served with dairy or non-dairy milk, plus a free apple or banana.
Research by Morrisons found that 54% of parents struggle financially during the summer holidays, with 'week three' identified as the critical tipping point when household budgets are most strained. Nearly half (48%) of parents admitted to skipping meals to ensure their children do not go hungry, with breakfast being the first meal cut when money is tight.
Partnership to Ease Financial Strain
A spokesperson for Morrisons said: "By reopening the 'Breakfast Clubs' across the school summer holidays, when term-time clubs do not run, Morrisons and Kellogg's are providing families with a welcoming space to enjoy a balanced breakfast together, helping to ease financial strain and rumbling tummies, while a trip to the local supermarket will help keep kids entertained."
Matt Khan, Senior Trader for Morrisons Café, commented: "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."
Kellogg's Long-Standing Commitment
Andrew Ridge, Social Impact Manager at Kellogg's, remarked: "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."
Additional Family-Friendly Features
To keep children entertained, each café features a 'Kids' Corner' stocked with books and crayons. New activity sheets with colouring and word searches will be introduced throughout the summer. Additionally, Morrisons' ongoing Kids Eat Free deal allows one child aged 16 or under to receive a free meal and drink when an adult purchases a main meal over £5 from The Breakfasts or The Classics menu.
