The Manchester team helping to feed underprivileged kids free breakfasts

A charity which provides healthy breakfasts to children who come to school too hungry to learn has repurposed its delivery model to ensure that as many of their pupils at risk of hunger as possible receive a nutritious breakfast at home instead of school during the Covid-19 lockdown.

Magic Breakfast works with 480 schools in disadvantaged areas to ensure that children start their school day with the energy and nutrition they need to be able to make the most of their morning lessons.

Guided by schools and with support from food suppliers including Arla, Heinz, Kellogg’s, Morrisons, New York Bakery Co, and Quaker Oats UK), Magic Breakfast has been able to deliver take home breakfast packs to schools or alternative delivery sites during lockdown. 

School staff have then been organising for these packs to be collected by families or arranging deliveries to families’ doors. 

To help Magic Breakfast reach more children at risk of hunger under lockdown, Amazon, a long-standing supporter of the charity, has stepped in to help with its warehousing and logistics expertise. 

Since the partnership began in 2016, Amazon has helped Magic Breakfast provide over 1.5 million breakfasts to thousands of children across the UK.

Now, the team at Amazon’s delivery station in Trafford Park is supporting the delivery of parcels of healthy breakfast food through Amazon Logistics to the homes of children across the UK.

Between 11th – 22nd May, more than 16,000 breakfasts were delivered to more than 1,000 homes in the north west. During this period, each child received packs containing two weeks’ worth of Magic Breakfast food, either via their schools, or via an Amazon delivery.

The children receiving these meals would normally have a free breakfast at school provided by Magic Breakfast to give them the fuel they need for their morning lessons. 

Amazon will continue to offer this free home delivery service to Magic Breakfast for 12 weeks or for as long as schools remain under lockdown.

Magic Breakfast has launched an emergency appeal #KeepingBreakfastGoing to help fund deliveries to children throughout the coronavirus crisis and the period of adjustment and academic catch-up beyond.  Donations can be made via Magic Breakfast’s website.

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