Morrisons is providing free breakfasts for both children and adults in its cafes across the UK throughout the summer holidays. This initiative, a collaboration with Kellogg’s, aims to alleviate financial strain on families during the extended break from school. The offer commenced on Wednesday, June 29, and will continue until Sunday, September 6.
Free Breakfast Details and Eligibility
The complimentary breakfast includes a serving of Kellogg’s cereal, such as Corn Flakes or Rice Krispies, with a choice of dairy or non-dairy milk. A piece of fruit, either an apple or a banana, is also provided. This offer is available to everyone, not just children, and can be claimed daily at any Morrisons cafe location nationwide.
Addressing Parental Financial Pressures
Research commissioned by Morrisons highlights the significant financial challenges many parents face during the six-week summer holiday period. According to the survey, 54 percent of parents report feeling increased financial pressure as school routines cease and additional expenses arise. The study indicated that the third week of the holidays is often when household budgets begin to feel the most considerable strain.
The research also revealed a stark reality for many families: 48 percent of parents have resorted to skipping meals themselves to ensure their children have enough to eat. Breakfast was identified as the meal most frequently missed in these circumstances. Beyond the rising cost of food, parents also cited the daily challenge of keeping children entertained as a significant concern throughout the summer months. Common refrains heard from children include requests for snacks, questions about daily activities, and expressions of hunger.
Morrisons and Kellogg’s Partnership Goals
Matt Khan, Senior Trader for Morrisons Cafe, commented on the initiative, stating, “We know that when schools close for the summer, family budgets get stretched to the absolute limit. Losing that daily routine makes it a challenging time for parents and grandparents. By teaming up with Kellogg’s, we want to take some of that pressure off by offering a welcoming space where families can sit down and enjoy a healthy, proper breakfast together, completely free of charge.”
Andrew Ridge, Social Impact Manager at Kellogg’s, added context to the partnership: “Kellogg’s has been funding school breakfast clubs with cash grants for nearly 30 years because we know how vital they are to a child’s day. When schools close for the holidays, that crucial support disappears, and many families are left feeling the pinch. That’s why we’re incredibly proud to partner with Morrisons to keep those breakfasts coming all summer long, exactly when parents need the extra help most.”
Additional Family Support During Summer Holidays
In addition to the free breakfast offer, Morrisons is continuing its popular ‘Kids Eat Free’ promotion throughout the summer. This existing scheme allows one child, aged 16 or under, to receive a free meal and drink with the purchase of an adult main meal priced at £5 or more. The eligible main meals can be selected from the Breakfasts or Classics menu sections.
To further support families and keep younger visitors engaged, Morrisons cafes will also be providing activity sheets, books, and colouring materials. These resources are intended to help entertain children during their visits, offering a brief respite for parents and guardians.
Summary of Support
The dual initiatives from Morrisons and Kellogg’s provide tangible support for families navigating the financial and logistical demands of the summer holidays. Key aspects of the support include:
- Free Daily Breakfast: Available to all ages at Morrisons cafes from June 29 to September 6.
- Included Items: Kellogg’s cereal with milk and a choice of fruit (apple or banana).
- ‘Kids Eat Free’ Promotion: Continues alongside the breakfast offer, providing a free child’s meal with qualifying adult purchases.
- Entertainment Resources: Activity sheets, books, and colouring materials available in cafes.
These measures aim to ease the burden on parents, particularly those who struggle with the increased costs and demands of keeping children fed and occupied when school is out.
