Morrisons has re-launched its free Kellogg's breakfast initiative in its cafes. This initiative offers anybody who'd like a free bowl of cereal and fruit the opportunity to enjoy a free breakfast.
Both adults and children can choose from a bowl of Corn Flakes, Rice Krispies or Coco Pops, with a choice of dairy and non-dairy milk, when they order a ‘Kellogg’s breakfast’ in any of Morrisons 398 cafés. As part of the initiative, customers can also enjoy a portion of free fruit (bananas, apples, pears and oranges), which will be kept in the café fridges for customers to choose from.
The joint initiative will run all day from July 15th to August 4th, while stock lasts. It aims to support families as the summer holidays begin and many subsidised breakfast clubs are unavailable.
* Recent research commissioned by Kellogg’s found that almost half (45%) of parents are worried about the cost of feeding their child during the summer break, with financial pressure still on their minds. A third of parents (33%) also claimed that finding the extra budget to feed their children had now become as tricky as funding their children’s activities during the summer holidays.
Almost a fifth of parents (18%) said that if their child received a free breakfast, they would use the money saved to pay for utility bills as this is one of the next biggest money concerns.
The partnership with Morrisons is an extension of the school breakfast club programme that Kellogg’s has been supporting in the UK since 1998. The company has supported 5,000 clubs to open their doors to feed children in the morning and provide them with breakfast, helping to boost attendance and attainment and alleviate hunger. 42% of parents say their child performs better and is happier when they have had breakfast.
The offer is available to anyone, not just children. Morrisons actively encourages anyone who could use the free breakfast to take advantage of the offer and not be worried that they may be turned away; the free food is open to everyone!
Morrisons will also continue to offer its **Kids Eat Free initiative, meaning families can access a free kids meal when purchasing any adult main meal costing over £5. The offer is available every day, seven days a week, for any child aged under 16 in Morrisons Cafés nationwide.
You can view all the best kids eat free/for £1 offers in our recent blog post here.
The free breakfast initiative coincides with the start of the school holidays for many children in England but ends quite early into the break; children in other parts of the UK, such as Scotland, have already broken up for the summer, and so can more easily take advantage of the offer, as can their whole family, and is a useful offer during a worrying time for parents to ensure the kids are fed, whilst funds to do so may be low.
It's a great scheme that ensures that children and adults get the opportunity for a free meal during the financial pressures of the cost-of-living crisis, which stretches the household budgets of families who may struggle. Parents struggling with food poverty or under real financial pressure can contact local food banks or community larders for help and advice or find information online via the Trussell Trust website.
In addition to the Kellogg’s Breakfast Clubs, the supermarket chain has launched a series of free meals for customers available from its cafés in the last year. These include the ‘Ask for Ellen’ and ‘Ask for Henry’ (free jacket potato offer that recently ended on 14/0//24) campaigns, where free crumpets and jacket potatoes could be claimed, respectively.
The free promotion is available every day, and you can get free breakfast every day if you want to at your local Morrisons café. To find your local Café, visit https://my.morrisons.com/storefinder/.
*About Research:
British Polling Council (BPC) member Opinium interviewed a nationally representative sample of 1,000 British parents on behalf of Kellogg’s between 18 - 21 June 2024.