Morrisons and Kellogg's Launch Nationwide Free Summer Breakfast Scheme

Morrisons partnered with Kellogg's to launch a nationwide free breakfast initiative in its cafés running from July 6 to September 6. The program provides adults and children with a bowl of Kellogg's Corn Flakes or Rice Krispies, milk or a dairy alternative, and a piece of fruit with no purchase required.

The initiative responds to Morrisons research showing that 54% of parents feel financial pressure during summer holidays, noting that the third week is often a critical tipping point. The data further revealed that 48% of parents have skipped meals to ensure their children eat. To support families, cafés have introduced a Kids' Corner featuring books, crayons, and activity sheets.

This program operates alongside an existing promotion where one child aged 16 or under receives a free meal and drink with the purchase of an adult main meal costing over £5. The partnership aims to replicate the support found in school breakfast clubs, which typically disappear during the holiday period.