Quaker Oats is helping to feed UK children at risk of hunger through a new on-pack promotion, which will see £50K donated to Magic Breakfast, along with a wider commitment to donate up to 3.4 million bowls of porridge

Quaker Oats is stepping up support of long-standing partner, Magic Breakfast, through a new campaign which aims to bring awareness of the issue of child hunger in the UK, while providing more schools with nutritious breakfasts. Rolling out across the grocery channel until March, newly-designed packs will highlight how 10p from participating packs sold will go towards a donation of £50,000 to be given to the charity, helping to fund breakfast provision in 10 UK schools for an entire year*.

To continue their 13-year relationship with Magic Breakfast, Quaker is also pledging to donate 3.4 million bowls of porridge for children at the charity’s partner schools across the UK this year, providing a nutritious breakfast before lessons to help fuel their concentration and learning. Government figures show that 1.7 million children are living with food insecurity in the UK, which equates to 1 in 8 children at risk of hunger[1].

Claire Molyneux, Head of Marketing Brand Equity and Communications for Quaker Oats at PepsiCo UK, comments: “The issue of food insecurity has a profound impact on communities in the UK. Quaker Oats provide a nutritious and filling start to your day and our position as one of the largest brands in the cereals category[2] means we are well-placed to support those children who are at risk of starting their day hungry.

“We know that secondary school pupils who rarely eat breakfast fall behind their peers[3]. That’s why we are stepping up support for our long-term partnership with Magic Breakfast, donating more nutritious bowls of porridge and raising funds to help reach more schools and feed the potential of more children.”

Bigger than any previous collaboration between the brand and charity, the 2022 activation will be supported by a disruptive social media and print campaign that aims to bring awareness to the issue of childhood food insecurity and how Quaker is supporting Magic Breakfast in the fight against it.

The on-pack promotion will appear across Quaker Oat So Simple and Quaker Traditional Oat packs until March.

1 Department for Work and Pensions. Households below average income: financial years ending 1995 – 2020. Published March 2021.

[2] Nielsen Scantrack Value Sales w/e 25.12.2021

[3] Adolphus, K. Lawton, Claire., and Louise Dye. Associations Between Habitual School-Day Breakfast Consumption Frequency and Academic Performance in British Adolescents. Frontier Public Health, 20 November 2019, https://www.frontiersin.org/articles/10.3389/fpubh.2019.00283/full / Magic Breakfast Annual Report 2019-2020

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