Thursday, 25 September 2014

Sponsored Video: Kellogg's Presents Breakfasts for Better Days

Breakfast like a king, Lunch like a prince, Dine like a pauper.  That's how the old adage goes.

What did your children have for breakfast this morning?  What have they got for snacks, and for lunch?  Are they set up for the day?  Will their brains and bodies have enough energy to think, to learn, and to play?  Unfortunately so many children in our affluent, First World country don't.


Research suggests that as many as 1 in 7 children in the UK miss out on the first meal of the day entirely.  And I can tell you from bitter experience the effect that will have on their school day.  As a teacher, I worked in two fairly deprived areas, with hungry 7 and 8 year olds regularly coming to school with no breakfast, and only a can of fizzy drink and a chocolate bar, hastily bought on the way in, for lunch.  Expecting them to learn, to meet targets, to even function, was, quite frankly, a joke.

This was a few years ago, made even more depressing by the fact I had been living and working amongst the poor of Russia, people who had no electronic devices beyond an ancient television, yet would never dream of allowing their children to leave the house without a good hot meal inside them, even if it was only kasha porridge and a boiled egg.  And yet, in the rich West, our food bills grow and grow and we eat more and more badly.*

That vital first meal of the day is to literally break our fast, a fast of around 12 hours in most cases.  Without it, they remain unable to focus, unable to concentrate, unable to learn.  They will be grumpy, irritable, unable to co-operate with friends, classmates, or teachers.  Not a good start to the day!

And yet research reveals that 2.4 pupils in every class in England and Wales will arrive at school hungry at least once a week.  Teachers suggest that this equals one hour of learning lost per hungry day; and if a child arrives at school hungry once a week, they will lose 70% of a term over the whole of their primary school education.  Depressing thought.

Surely all our children should be entitled to reach their potential, to learn as best they can, each and every day.  And just one simple bowl of cereal an hour prior to class would prevent all that lost learning?


In a bid to help, Kellogg’s has introduced its new ‘Breakfast for Better Days’ campaign, in hope of providing millions of breakfasts for those in need.  And don't worry, it won't even cost you a penny!  Just buy your usual box of Kellogg's cereal, and for every box bought, Kellogg's will provide a bowl (30g serving excluding milk) to someone who might have otherwise gone without.  What a heartening way for us all to start the day the right way!



All children should have the opportunity to start the day with breakfast and that’s why Kellogg’s will provide half a billion breakfasts worldwide to help children and families facing hunger and food insecurity by the end of 2016.  15 million of those breakfasts and snacks will be distributed in the UK in the form of grants to school breakfast clubs, breakfast programmes and food donations to food banks such as those run by the Trussell Trust.  Working with charity partners FareShare and His Church, packs of Kellogg’s Corn Flakes and Rice Krispies will be donated to Breakfast Clubs, Food Banks and community projects all over the UK and Ireland.


Look out for special ‘Help Give a Child a Breakfast’ branded packs of Kellogg’s cereals or snacks.  Every box you buy is a bowl for someone who might otherwise have gone without.

For more information, and ways to help, see the Kellogg’s Website.

You can also follow Kellogg’s Twitter and Facebook to keep up with everything new.

And for more Kellogg’s videos, check out their YouTube channel!

* New research from Kellogg’s and the Centre for Economics and Business Research (CEBR) has found that people in the UK are spending more on food, but eating less, with the average food bill set to increase by £357 by the end of 2017.

Post sponsored by Kellogg's

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