Weetabix Food Company has reached a major milestone in its mission to help tackle food insecurity across the UK. This month, the company announced that it had restributed the equivalent of 25 million Weetabix breakfasts to UK charities and community groups since 2014.
Weetabix has worked with Felix (formally known as FareShare), the UK’s leading charity redistributing good-to-eat surplus food, for more than a decade, to ensure that surplus, good-quality cereal reaches people who need it most. Together, the partnership has supported more than 8,000 UK charities and community groups ensuring that more people have access to a nutritious start to the day.
With an estimated 4.5 million children in the UK living in poverty[1], Weetabix proudly supports Felix’s annual Fueling Fuller Lives summer campaign, which helps families during school holidays when food and childcare costs rise. The Fueling Lives campaign aims to ensure no child starts the day hungry.
Each year, Weetabix contributes a wide range of cereals to schools, food banks, community hubs and local charities, helping individuals and families enjoy a tasty, wholesome breakfast. Beyond product donations, colleagues from across the business volunteer with Felix, getting hands-on sorting, packing and distributing surplus food to support the charity.
In 2025, Weetabix provided the equivalent of 2.1 million breakfasts through Felix, reaching almost 3,000 charities and community groups across the UK, including schools, youth clubs, mental health charities, refugee support organisations and initiatives supporting older people.
In July 2025, Weetabix introduced a best-before extension across its products, helping to further reduce food waste and increase the amount of surplus food available for redistribution. The initiative has enabled the business to donate even more cereal to communities in need across the UK, ensuring good food reaches people rather than going to waste.
Francesca Theokli, Marketing and NPD Director at Weetabix Food Company, said: “At Weetabix, our mission is to ‘ready the nation with nutritious goodness, made the right way.’ Reaching 25 million breakfasts is a proud milestone for us but what matters most is the difference this makes to communities across the UK. We’re hugely grateful to Felix and our Weetabix colleagues who volunteer their time to help ensure food reaches those who need it most.”
Nicole Sanchez-Castillo, Head of Food Partnerships at Felix said: “We are enormously grateful to the team at Weetabix for their continued support for Felix. We are delighted that with their support we have been able to deliver the equivalent of over 25 million breakfast servings.”
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