Morrisons and Kellogg’s Expand Free Holiday Breakfast Programme to Support Families During School Breaks

Morrisons and Kellogg’s Expand Free Holiday Breakfast Programme to Support Families During School Breaks

(IN BRIEF) Morrisons and Kellogg’s have expanded their Breakfast Clubs partnership to provide free breakfasts in Morrisons Cafés during every school holiday across Great Britain. The initiative responds to research showing that many parents face heightened financial and practical challenges when schools close, including increased food costs and disrupted routines. Families can receive cereal, milk and fruit at no cost, offering a balanced meal and a supportive space during school breaks. The programme complements Morrisons’ existing Kids Eat Free scheme and continues Kellogg’s long-running involvement in breakfast provision, aiming to reduce holiday hunger while helping families manage tighter household budgets.

(PRESS RELEASE) BRADFORD, 16-Feb-2026 — /EuropaWire/ — Morrisons has partnered with Kellogg’s to expand its in-store Breakfast Clubs initiative, providing families with free breakfasts at Morrisons Cafés during every school holiday period across England, Scotland and Wales this year. The move aims to support households facing increased food costs and disrupted routines when schools are closed.

Under the programme, families visiting participating cafés can receive a complimentary Kellogg’s breakfast consisting of a bowl of cereal and a portion of fruit. Children and adults can choose from well-known cereals such as Corn Flakes or Rice Krispies, served with either dairy or non-dairy milk, alongside an apple or banana.

The year-round holiday extension follows new research commissioned by the retailers highlighting the pressures many parents experience outside term time. The findings indicate that one in three families struggle to keep children adequately fed during school holidays, with concerns particularly pronounced among parents aged 25 to 34. Many respondents also reported worrying about whether food supplies would last until their next grocery shop, while increased at-home snacking has added to already stretched budgets.

According to the research, children aged between five and eleven request food roughly every two hours when at home, contributing to higher grocery spending for the majority of families. Parents also cited the challenge of keeping children occupied, financial strain and the loss of daily structure as key sources of stress during school breaks.

By making Breakfast Clubs available throughout all holiday periods, Morrisons and Kellogg’s aim to provide a reliable place where families can access a simple, balanced start to the day while easing financial pressure and offering a welcoming community environment. The initiative complements Morrisons’ ongoing Kids Eat Free offer, which allows one child aged 16 or under to receive a free meal with the purchase of an adult main course over £5.

The collaboration builds on Kellogg’s long-standing support for breakfast club programmes and reflects a shared commitment to helping families maintain access to nutritious morning meals even when school-based services are unavailable.

Media Contact:

Tel: 0345 611 5000
email: pressoffice@morrisonsplc.co.uk

SOURCE: Morrison