Asda has demonstrated its continued support for the Kellogg’s Breakfast Club Programme through dedicated in-store activations, which have raised over £66,000. This has supported the provision of Kellogg’s Breakfast Club grants for 66 schools across the UK.
Over a four-week period, for every pack of selected Kellogg’s products sold in an Asda store, 20p was donated by Kellogg’s to its Breakfast Clubs programme. To support this, Asda provided fully branded Breakfast Club gondola ends in over 350 stores.
The activity was localised through a first of its kind regional point of sale, where the funds raised across 25 different regions directly supported a Breakfast Club in that specific location.
This campaign forms part of a four-year partnership between Asda and Kellogg’s to raise funds to fight hunger, with on-pack takeovers and donations during this time raising over £231,000 for hunger relief charities.
The schools that receive one of the 66 grants funded from this latest activation can invest it in any aspect of their breakfast clubs, from equipment to food and learning materials.
Breakfast clubs are becoming more important than ever in schools, with 70 per cent of teachers noting an increase in absenteeism over the last school year, and 40 per cent believing that breakfast clubs can reduce this issue.1
Kellogg’s Breakfast Clubs offer children a space to enjoy a provided breakfast, ensuring they’re starting their day in a safe and healthy environment. The clubs also offer relief for parents and can help to support children’s social skills and wellbeing.
Kellogg’s has been committed to supporting breakfast clubs for the past 26 years, and this year has provided 850 Breakfast Club grants, including those supported by Asda. Each of these forms an integral part of the business’ global Better Days Promise – its commitment to advancing sustainable and equitable access to food for 4 billion people by the end of 2030.
Andrew Ridge, Social Impact & Sustainability Manager at Kellanova, said: “We’ve been supporting Breakfast Clubs up and down the country for the past 26 years and the
grants that we offer are an important opportunity to help schools with the fantastic work they put into their clubs. Our shared ambition with Asda to alleviate hunger has seen our partnership activity continue to grow and evolve over the past four years, and we’re grateful for the support the retailer has given our programme, which continues to make a real difference to many families.”
Ashlee Couldwell, Asda’s Better Starts Manager said “We’re really proud to have supported the Kellogg’s Breakfast Club Programme through instore on pack activations. With the help of our customers we have raised over £66,000 that will be distributed to 66 schools across the UK, supported by our Asda Community and Customer Champions. We know how beneficial the Kellogg’s Breakfast Clubs are for children and ensuring they’re starting their day in a safe and healthy environment.”
Clare Blackburn headteacher at Fairfield School in Batley, said: “We’ve been running our breakfast club for several years now, and it’s been wonderful to see the positive impact it’s had on the children and families in our school community. We’re grateful for the support of Asda and Kellogg’s as we’ve continued to develop our club and work hard to set our pupils up well for the day ahead.”
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