BRADFORD-based Morrisons has teamed up with Kellogg’s to offer free breakfasts in a bid to beat hunger over the Easter holidays.
Children and adults can choose from products including Corn Flakes, Rice Krispies or Coco Pops as part of an offer running in all Morrisons cafes.
Diners will also be able to pick up a free portion of fruit – either bananas, apples or oranges.
People just need to ask for a “Kellogg’s breakfast” to take advantage of the offer, which runs until April 27 while stocks last.
It is the third year of the breakfast club partnership between Kellogg’s and Morrisons, with 22,000 bowls of cereal being redeemed by customers to date.
The latest offer comes as new research commissioned by Kellogg’s revealed almost two thirds (61 per cent) of UK parents admit their food budget is stretched during the school holidays, with a further two in five (42 per cent) feeling anxious about keeping their children fed.
Chris Strong, Morrisons cafe senior buying manager, said: “The breakfast club partnership with Kellogg’s has proved incredibly popular with our customers and we are delighted to bring it back for a third year.
“We have helped many families across the UK since it was first introduced and will continue to do so during schools’ Easter holidays.”
A Morrisons spokesperson added that the breakfast club partnership “serves as a cost-effective way to keep little ones fed during the Easter school holidays, when many parents will be feeling the squeeze on their pockets with the absence of school breakfast clubs”.
Chris Silcock, managing director at Kellogg’s, added: “We have been supporting school breakfast clubs for over 27 years now, but we know that there is a need for more support outside of term time.
“Our research shows that it’s a source of worry for parents.
“The Kellogg’s breakfast programme with Morrisons extends this much-needed support for families over the Easter holidays – and we’re delighted to partner with them to narrow the holiday hunger gap as much as we can.”
At the end of last month, Morrisons announced plans to close 52 in-store cafes – including the one in Thornbury.
The supermarket giant is owned by US private equity firm Clayton, Dubilier & Rice.
Founded by William Morrison in 1899, the business started out as an egg and butter stall in Bradford’s Rawson Market.
The company’s website states it went from that market stall to become the UK’s fourth largest supermarket chain.
