Bakery brand Hovis® is partnering with children’s education charity Magic Breakfast to donate 1.5 million breakfasts to children – the equivalent of 150,000 loaves of bread.
This collaboration with Magic Breakfast will feature on packs of Hovis Wholemeal 800g and aims to shine a spotlight on the critical issue of food insecurity among children and young people in England and Scotland, with Hovis committing to donate 1.5 million breakfasts throughout 2026.
Mark Brown, Chief Marketing Officer at Hovis commented, “Hovis has been providing strength to the nation for 140 years[1], and this partnership is a great example of the brand’s enduring strength and commitment to the nation, supporting the vital work Magic Breakfast are doing to ensure children are nourished, empowered, and thriving.”
“Hovis Wholemeal is high in fibre and a source of protein, perfect for consumers seeking a healthier start to their day[2]. With one in seven children in the UK at risk of going hungry each morning, this partnership aims to resonate with shoppers and give them the opportunity to provide a nutritious breakfast to a hungry child through Magic Breakfast’s important work.”
Ali Roberts, Head of Corporate Partnerships at Magic Breakfast said, “Magic Breakfast is thrilled to be partnering with Hovis! Thanks to their incredible support, together we are able to provide 1.5 million breakfasts for children and young people at risk of going hungry.”
“Magic Breakfast has over 20 years of experience in providing school breakfasts. We know that a healthy breakfast helps pupils feel included, equal, and focused, and helps ensure that no child is too hungry to learn – enabling children and young people to reach their potential.”
Hovis will further support the charity partnership with an extensive social media campaign from January to March. The digital activation will direct consumers to a dedicated landing page where they can learn more about Magic Breakfast’s impact and their work to provide nourishing breakfasts to ensure children can learn and thrive.
Packs of Hovis Wholemeal Medium and Thick 800g loaves featuring the partnership with Magic Breakfast are available now across grocery until mid-March 2026.
[1] ‘Strength’ refers to the source of protein that can be found in HoVIS loaves.
[2] Hovis Wholemeal is high in wheat bran fibre which contributes to an acceleration of intestinal transit. Claimed effect is obtained with a daily intake of at least 10g of wheat bran fibre.
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