Morrisons and Kellogg's have announced the return of their school holiday 'Breakfast Clubs', offering free meals to families across the UK to help ease the financial pressure over the summer holidays. As schools close for the summer, many parents face a financial pinch.
Financial Strain on Families
New research from Morrisons shows that more than half (54%) of parents feel the strain during the long summer period. In fact, 'week three' of the school holidays is the critical tipping point where the financial impact is most acutely felt by households, according to the supermarket's research.
Almost half (48%) of parents also confessed they have been forced to skip meals entirely just to make ends meet and ensure their child does not go without. The data found that breakfast is the number one thing cut from the menu.
Free Breakfast Offer Details
Families visiting their local Morrisons Café throughout the summer holidays can enjoy a free 'Kellogg's Breakfast', which includes a bowl of cereal and a portion of fruit. It’s not just for kids; adults get to eat completely free, too.
Both kids and adults can choose from Corn Flakes or Rice Krispies, topped with their choice of dairy or non-dairy milk and a free apple or banana. The summer holiday offer will be available until September 6 across all Morrisons Cafes nationwide.
Statements from Partners
A spokesperson 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, 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, said: "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 Amenities
To help keep little shoppers entertained while families enjoy their time in the Café, each ‘Kids’ Corner’ is stocked with books and crayons. Over the summer, Morrisons Cafés will also have new activity sheets featuring colouring activities and word searches.
In addition to the Kellogg’s Breakfast offer, Morrisons' popular Kids Eat Free offer will also 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.
