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Tesco to supply 40,000 boxes of nutritious cereal to breakfast club charity Magic Breakfast for children to start the day with healthy meal

Cheshunt, England, 2014-9-18— /EPR Retail News/ — Thousands of children are set to benefit from a brand new charity partnership between Tesco and breakfast club charity Magic Breakfast.

Magic Breakfast provides free food to over 8,500 school children in more than 250 primary schools every day, helping to make sure pupils don’t start their morning lessons hungry.

Having a nutritious breakfast helps children learn and sets them up for leading a healthier life. 32% of children in the UK regularly miss breakfast and, as a result, their health and education can suffer.

Starting this month, Tesco will supply 40,000 boxes of own-brand nutritious cereal to Magic Breakfast for children to eat at its breakfast clubs. Boxes of own-brand cereal on sale at Tesco stores will also feature information about the charity and how people can donate.

As well as helping to make sure children get enough food to do well at school, Magic Breakfast also helps to promote a diet that is lower in sugar, saturated fats and salt.  The charity targets schools in deprived areas where over 35% of the children are eligible for Free School Meals.

Carmel McConnell, CEO of Magic Breakfast said:

“Magic Breakfast was set up out of love and concern for children and a belief in their potential, given the right start. A hungry child cannot concentrate. This new Tesco donation of cereals will save the charity thousands of pounds this year, money we can use to extend to new schools who need help to reach hungry school children. It seems wrong to us for any child to miss out on the most important lessons of the school day simply through lack of a good breakfast.”

Greg Sage, Community Director for Tesco said:

“We’re incredibly excited to work with Magic Breakfast – their dedication means children don’t start school on an empty stomach, which can make a real difference to a child’s academic achievement.

“Magic Breakfast also does fantastic work to promote a healthy diet to children, something we’re committed to at Tesco. We’re removing sweets and chocolates from checkouts at all our stores, and through The Tesco Eat Happy Project we are helping children to have a happier and healthier relationship with food.

“We’re going to work together with Magic Breakfast to make a real and positive difference to children’s lives.”

Notes to editors

About Magic Breakfast: Magic Breakfast is an independent charity providing free, healthy breakfasts to over 8,500 primary school children in England. The charity supports schools where more than 35% of pupils are eligible for Free School Meals by helping them set up and run their own breakfast clubs. To meet increasing demand, Magic Breakfast is expanding and will be reaching secondary and SEN pupils too. It is aiming to be feeding 14,500 children by Christmas.

In 2014, Magic Breakfast was the successful applicant in the School Food Plan Lot 3 funding from the Department for Education to set up 184 new breakfast clubs.  For more information on the charity please visit:

About Tesco’s big ambition on health: Last year Tesco announced a commitment to help customers and colleagues live healthier lives.  This new partnership is part of the work Tesco is doing to meet that commitment, alongside The Tesco Eat Happy Project, which so far has taught over 300,000 children about the food they eat, sponsorship of Race for Life and the removal of sweets from all Tesco checkouts in January 2015. In the past year, Tesco customers and colleagues have raised £13m for Diabetes UK. To find out more about The Tesco Eat Happy Project, please click here:

For more information please contact the Tesco Press Office on
01992 644645

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