Morrisons Breakfast Club

The initiative between Kellogg's and Morrisons will run from Monday 15th of July until Sunday 4th August 2024.

The free breakfast aims to support families during the Summer holidays when many school breakfast clubs are unavailable.

Recent research* has found that nearly a third of parents are struggling financially to feed their family and over half of parents surveyed would be interested in their child being able to access a breakfast club over the school holidays.

Chris Strong, Morrisons Cafe Buying Manager, said: 

“We know that the school holidays can be a worrying time for families who need to cater for additional meals that would otherwise be covered at school, therefore we are pleased to be joining forces with Kellogg’s to offer our customers a free bowl of cereal when they visit a Morrisons café.”

Chris Silcock, Kellogg’s managing director, said:

“We’ve been supporting school breakfast clubs across the UK for 25 years now with food and funding, but we know that there is a need for more provision in the school holidays. The scheme with Morrisons extends the support we can provide families outside of term time.”

The free breakfast initiative follows the success of the ‘Ask for Henry’ scheme this July which saw Morrisons partner with Heinz to give away a free jacket potato with Cheezy beans.

Morrisons will also continue to offer its popular Kids Eat Free promotion alongside this offer, meaning families can access a free kids meal when purchasing an adult meal costing £5 or more.