Sadly, 1 in 1 Children in the UK* goes to school without breakfast every day. Together we can give 2 million kids a better start. For many families, skipping breakfast isn’t a choice; it’s a necessity. Rising foods cots and everyday pressure are to blame for this growing problem. Breakfast clubs are key. They mean kids in need can start the day with a healthy breakfast and play with their friends in a safe and nurturing environment.

Kellogg’s is awarding grants to 1,000 schools in some of the most deprived areas of the country to help them set up or run their existing breakfast club. This is part of the company’s pledge to donate 15 million portions of cereal and snacks to families in food poverty, by the end of 2016.

Jill Rutter, Head of Policy and Research at Family and Childcare Trust, a charity which campaigns for the well-being of families in the UK, said: “Breakfast clubs are a lifeline, particularly for those parents on lower incomes that simply wouldn’t be able to afford to pay out for additional childcare costs on top of their already squeezed household budgets.

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“Not all working families can rely on shift parenting or informal childcare from grandparents and friends so for some, these clubs are literally the difference between working or not. These grants from Kellogg’s will help to make a huge difference to thousands of working families across the UK.”

Paul Wheeler, a Kellogg’s director, said: “For millions of parents in Britain, having access to a breakfast club helps them do the basics – keep down a job.  But, with school budgets squeezed, it’s more important than ever that breakfast clubs stay open.”

Kellogg’s Breakfast Club grant applications close on 28th March 2014, schools should visit www.giveachildabreakfast.co.uk  to apply.

For more information of school and parent case studies, as well as, the Give A Child A Breakfast programme, contact: Kellogg’s Press Office – 0161 869 5500, pressoffice@kellogg.com

For a chance to win a £50 cereal voucher to donate to your local school breakfast club, simply leave a comment under this blog post. Tell me what is favourite breakfast time memory or you favourite breakfast as a child. The giveaways is open to UK applicants only. The giveaway will close on midnight 14th March 2014.

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