Magic Breakfast - Fuel For Learning
Press Releases
Players of People's Postcode Lottery give £25K Impact Award to Magic Breakfast

28th September, 2015

Thank you cake for players of People's Postcode Lottery

Magic Breakfast is delighted to confirm that players of People’s Postcode Lottery have awarded an extra £1.575 million to long-term supported charities. Magic Breakfast is one of 63 charities that will receive the extra £25,000 award from players of the charity lottery.

This £25,000 ‘Impact Award’ has been awarded to encourage the supported charities to improve the practice of impact assessment. This valuable tool will enable charities to grow, to develop and assess their own impact on society.

Clara Govier, Head of Charities at People’s Postcode Lottery, said: “It is fantastic news that players are able to support these wonderful charities with an extra £25,000 each, with an amazing £1.575 million being awarded overall. We are very proud that our players can continue to support the development of these fantastic causes.”

Magic Breakfast intends to use the extra support from players to evaluate the charity’s social return on investment. The new award brings the total funds the charity has received from players to £325,000.

Carmel McConnell, Founder and Chief Executive of Magic Breakfast, said: “Players of People’s Postcode Lottery have made it possible for us to provide hundreds of thousands of nutritious breakfasts to children in the UK who would otherwise start their school day too hungry to learn. We know from headteachers at our partner schools that eating a healthy breakfast improves a pupil’s concentration, behaviour and educational attainment. This generous, new, Impact Award means that we will more effectively be able to measure the far reaching effects on society that a simple thing like a healthy breakfast has”.

This additional funding comes at a very exciting time for the charity lottery as they mark 10 years since the first ever draw. The last 10 years have created thousands of lucky winners but also have provided vital funding from numerous charities across Great Britain and internationally. With 27.5% awarded to charities from every £2 ticket, its players have raised more than £82 million.





About People’s Postcode Lottery

·       People’s Postcode Lottery is a charity lottery. Players play with their postcodes to win cash prizes while raising money for charities and good causes across Great Britain and globally

·       People’s Postcode Lottery is an External Lottery Manager and manages multiple society lotteries promoted by different causes supporting a range of good causes. For details on which society lottery is running each week, visit

·       Postcode Lottery Limited is regulated by the Gambling Commission under certificate nr 000-000829-N-102511-010 and 000-000829-R-102513-009. Registered office: Titchfield House, 69/85 Tabernacle Street, London, EC2A 4RR

·       People’s Postcode Lottery players support the following Trusts – Postcode African Trust, Postcode Animal Trust, Postcode Care Trust, Postcode Children Trust, Postcode Community Trust, Postcode Culture Trust, Postcode Dream Trust, Postcode Global Trust, Postcode Green Trust, Postcode Heroes Trust, Postcode Planet Trust, People’s Postcode Trust and Postcode Sport Trust. These Trusts are funded entirely by players and support a variety of good causes. For further information on each charity, visit:

·       55p from every £2 ticket goes to good causes and players have raised £82.9 Million for good causes across the country

·       There are five draws a month with prizes every day and each ticket costs £2 – paid monthly in advance by direct debit. For further prize information, visit:

·       Maximum amount a single ticket can win is 10% of the draw revenue to a maximum of £400,000

·       Players can sign up by Direct Debit, credit card or PayPal online at, or by calling 0808 10-9-8-7-6-5.


About Magic Breakfast

·       Magic Breakfast is a registered charity providing free, healthy breakfasts to over 22,000 children every school day.

·       The charity works with schools where over 35% of children are eligible for Free School Meals, helping them to establish breakfast provision that targets every hungry child.

·       There are currently more than 460 Magic Breakfast partner schools – primary, secondary, SEN schools and Pupil Referral Units.

·       Each “magic” breakfast, of cereal, porridge, bagels and fresh fruit juice, costs the charity just 22p thanks to the generosity of the charity’s funding partners.

·       The aim of Magic Breakfast is to ensure that, by 2020, there are no children in the UK going to school too hungry to learn.

Tesco donates over 2 million bowls of cereal to children at Magic Breakfast clubs

10th September, 2015.

Children at Magic Breakfast clubs enjoyed a whopping 2,256,471 bowls of Tesco cereal during the school year 2014/15, the first year of the supermarket’s charity partnership with Magic Breakfast.

Magic Breakfast provides free, healthy breakfasts to more than 22,000 children in the UK who arrive at school too hungry to learn. Eating a nutritious breakfast helps to improve a child's concentration, behaviour, well-being and educational attainment.  

The four types of cereal being donated by Tesco – Cornflakes, Rice Snaps, Wheat Biscuits and Malt Wheats - have been carefully selected by Magic Breakfast to comply with the Government’s School Food Standards and with the charity’s own guidelines for a healthy diet low in sugar and salt.

Carmel McConnell, Founder Director of Magic Breakfast, said: “The very generous cereal donation given by Tesco has really boosted our healthy food offer to hunger hit schools across the country. We want to eliminate child hunger as a barrier to learning in our classrooms and feel very grateful for Tesco support and for their desire to help us expand. With partnerships like this I believe we can solve this problem for good”.

Josh Hardie, Corporate Responsibility Director for Tesco, said: “It’s great news that our donation of over two million bowls of cereal has made such a big difference to Magic Breakfast. Their fantastic work means children don’t start school on an empty stomach, which can make a real difference to a child’s academic achievement. Magic Breakfast also does fantastic work to promote a healthy diet to children, something we’re absolutely committed to at Tesco. We’re really proud to work closely with them and look forward to donating more cereal throughout this year.”



Magic Breakfast

A registered charity that provides free, nutritious breakfasts to more than 460 schools in the UK where over 35% of pupils are eligible for free school meals. Headteachers at Magic Breakfast’s partner schools report that eating a healthy ‘magic’ breakfast helps to improve pupils’ concentration, behaviour, attendance, punctuality and educational attainment. In the Autumn term 2015, over 22,000 children will eat a ‘magic’ breakfast each school day, helping them to make the most of their core, morning lessons.

In the week commencing 7th September, Magic Breakfast partner schools will be receiving 2,726 boxes of Tesco cereal – that’s 57,246 bowls of cereal. [Our calculations are based on 21 servings per 750g box of cereal, and a 35g per portion size].


Tesco is a team of over 500,000 people in 12 markets dedicated to providing the most compelling offer to our customers.


Media Contacts:

Magic Breakfast: Sophia Dettmer on 07803 800164.

Tesco Press Office: 01992 644645.

The Hackney Village Fayre




Raising money for local charities Magic Breakfast and Park Hack

Hackney Village Fayre is new and exciting, a celebration for all the family of the borough’s food and creative scene.  It’s being held in Hoxton Square, East London, on Saturday 12th September 2015, from midday to 6pm, with food and drink stalls, traditional village fete-style games (coconut shy, tombola, Splat the Rat), art from local schools, face painting by The Breakfast Club, and home-grown entertainment.

Fayre-goers will be able to sample food from some of Hackney’s most celebrated restaurants and chefs: MEATmission, 8 Hoxton Square, Hoi Polloi, Bistrotheque, The Panthers Whiskers and more! Drinks for the adults will be provided by Hoxton Square’s own cocktail specialists, Happiness Forgets, and craft beer supplier, Biercraft.

The event will be open to the whole community so there will be no need to purchase tickets in advance.  Visitors will be able to buy tickets on arrival which will act as ‘money’ accepted by all the participating stalls and attractions.

All profits will be shared between Magic Breakfast, a charity that started in Hackney and which provides free, healthy breakfasts to hungry school children, and Park Hack, a charity that invests funds back into green spaces in the borough.



Magic Breakfast A registered charity that provides free, nutritious breakfasts to 472 schools where over 35% of pupils are eligible for free school meals and where children arrive too hungry to learn. The charity started in Hackney over a decade ago and since then has raised more than £400,000 for food and support for Hackney school children. Eating a healthy breakfast helps to improve a child's concentration, behaviour, attendance, punctuality and educational attainment.  Over 19,300 children receive a ‘magic’ breakfast each school day, including 1,000 in Hackney.

Park Hack A collaboration of Hackney businesses, artists and the local community to develop mutually beneficial opportunities that will bring investment into the borough’s green spaces and offer benefits for the whole community.!about-park-hack/cowf

MEATmission Part of the MEATliquor family, MEATmission in Hoxton offers ‘rough and ready’ menus of deliciously messy meat dishes and cocktails. MEATliquor was founded by Scott Collins and Yianni Papoutsis, a pioneer of street food in the UK. Together the pair have blazed a demonic trail through the restaurant world. In 2014 MEATliquor took to the airwaves with a radio station, MEATtransMISSION, which broadcasts from a purpose-built studio overlooking MEATmission to 50,000 listeners.

8, Hoxton Square Opened in 2014 by the same team behind Soho’s 10 Greek Street, Cameron Emirali and Luke Wilson boast a seasonal menu inspired by Mediterranean cuisine and specialise in having sought-after wines from around the world.

Hoi Polloi Hoi Polloi is a modernist brasserie for a forward-thinking Shoreditch, open from 7am daily for breakfast, lunch, dinner, late supper, nightcaps and all the bits in-between. Hoi Polloi’s to-the-point menu is all about seasonal cooking that makes use of quality English ingredients, common sense and good taste.

Bistrotheque Opened in 2004 by Pablo Flack & David Waddington, Bistrotheque occupies 6500sq ft of ex-sweat shop, tucked down a cobbled back street somewhere between Bethnal Green and Hackney.  Now, 11 years on, it has become an East End institution, still playing host to a packed house of local reprobates and is skilfully helmed by upcoming duo, Conor Sheehan (GM) and Jackson Berg (Head Chef).

The Breakfast Club The Breakfast Club Hoxton has been supporting Magic Breakfast for over a year through £1 donations from each sale of our Green is Good smoothie and all profits from our Hoxton merchandise sales (t-shirts, mugs, tea towels and maple syrup). BC staff will soon be volunteering at St Monica's primary school, helping out at their breakfast club and amazing garden which will help teach the kids about where food comes from.

The Panthers Whiskers The Panthers Whiskers offers a number of different services from supper clubs, held in various locations, to private catering and office and event catering. They also have a permanent residency at the Gun pub in Hackney. Crumble is the name of their catering arm providing bespoke catering for private events, photo shoots, weddings & supper clubs as well as lunches for offices, agencies & events. They focus on delivering delicious and healthy food made from scratch with love using the freshest ingredients whatever the occasion.

Happiness Forgets Opened in 2012, tucked away in a basement in Hoxton Square, Happiness Forgets has been a “go to” for cocktail lovers and named one of the 50 best bars in the world. They boast ‘Great Cocktails, No Wallies’ alongside a team of bartenders who are serious about making you a well-balanced and perfect drink.

Biercraft Set up in 2013 by Nick Trower, former GM of Dock Kitchen and ex Liberty Wine, Biercraft aims to bring the world's most exciting small craft breweries to the London on-trade and independent off-trade. Operating in much the same way as a boutique wine importer, Biercraft focuses primarily on quality first; searching out the world's most exciting brews to complement drinks lists that feature the world's most exciting wines.

Thank you The organisers of the Hackney Village Fayre would like to thank Nesta for funding the hire of the stalls and the children of Princess May and St Monica’s Primary Schools for their hard work creating fabulous art work and helping to decorate Hoxton Square for the event.



For more information about Hackney Village Fayre please email This e-mail address is being protected from spambots. You need JavaScript enabled to view it

For media enquiries please email This e-mail address is being protected from spambots. You need JavaScript enabled to view it or phone 07803 800164.

Magic Breakfast's response to Kellogg’s/YouGov Holiday Hunger Survey

17th July, 2015.


Magic Breakfast calls for a national strategy to end child holiday hunger in the 6th richest economy

A survey carried out by YouGov, funded by Kellogg’s, and delivered to MPs today, suggests that almost a third of parents on lower incomes have skipped a meal so that their children could eat during the school holidays.

Magic Breakfast provides a healthy breakfast free of charge to 440 schools across the country, making sure over 17,500 children have a nutritious start to their morning in the classroom.  The charity first raised the importance of school holiday food provision in 2009 when it established its Magic Breakfast 365 programme. This offers healthy breakfasts, exercise, plus cookery lessons where children can learn how to make food for the rest of the day. Now the charity is calling for a national framework to make sure children at risk of hunger and malnourishment are offered food support during the long summer holidays.

Magic Breakfast’s CEO, Carmel McConnell, said: “We know that many of the children in our partner schools are going home to empty cupboards. Hunger takes summer away from these children and in a rich and caring society that is simply unacceptable. Families cannot find the money to provide all the extra food and childcare needed during the holidays. Teachers tell us that it takes several weeks after the school holiday ends to return children to health and readiness to learn after 6 weeks of poor diet. This is shocking in the 6th richest economy in the world.

With help from our corporate partners, we can provide breakfast, exercise and cookery support for just £7 per child per day, which is surely a good investment in the well-being and development of each child?  We want to see a national integrated holiday hunger programme, to offer the right amount of food and food skills training to children who are at high risk. We welcome the APPG on School Food’s focus on work in this area.”

Magic Breakfast 365 will be provided during the Summer 2015 holidays in a number of schools in Tower Hamlets with support from Morgan Stanley. The charity is actively seeking investment to take the programme into all its partner schools.



Magic Breakfast is going through a phase of unprecedented growth. Since September 2014 the charity has almost doubled in size, and with support from our corporate partners now provides a healthy breakfast to 17,500 children in 440 schools all over the country. This is up from 8,500 children in 250 schools last September.

As the Government lead partner on school breakfasts, the charity has started 184 new school breakfast programmes in partnership with the Department for Education, with the goal of making each one of these schools financially self sustaining by March 2016.

This work is against a backdrop of increasing child hunger, evidenced by school partners asking for more food aid, our waiting list of several hundred schools (more than we have ever known), and evidence from food banks who report more children needing their support.

We are keen to build on our corporate partnerships to grow the scale of our offer and develop a long term partnership to help children for both school term time and holidays.

Magic Breakfast is part of the School Food Plan Expert Panel, Feeding Britain and is also planning to take on 50 new schools each term during 2015/16.

Magic Breakfast's response to SACN advice to halve sugar intake

17th July, 2015.

The Scientific Advisory Committee on Nutrition (SACN) is advising the government to halve the recommended intake of free sugars to help to address the growing obesity and diabetes crises and to reduce the risk of tooth decay.

Free sugars are those added to food (e.g. sucrose (table sugar), glucose) or those naturally present in honey, syrups and unsweetened fruit juices, but exclude lactose in milk and milk products.

In its "Carbohydrates and Health" report, published today, SACN – an independent body of expert nutritionists – recommends free sugars account for no more than 5% of daily energy intake. This is:

19g or 5 sugar cubes for children aged 4 to 6,

24g or 6 sugar cubes for children aged 7 to 10,

30g or 7 sugar cubes for 11 years and over, based on average population diets.

Magic Breakfast’s Head of Nutrition in Schools, Harriet Green, says: “The SACN report highlights that the main sources of refined sugars are sweetened drinks and cereal, confectionery, fruit juice and sugar added at the table. An unhealthy breakfast can be a main source of these types of sugars so at Magic Breakfast we not only provide low sugar, healthy breakfast options to schools, but also help to educate school communities how sugar affects health. We believe more needs to be done to support young children and their families to be able to make the right decisions”.

Carmel McConnell, founder and CEO of Magic Breakfast: “The SACN guidance on sugar today is welcome. Magic Breakfast provides healthy, low sugar breakfasts to 440 schools every day, reaching over 17,500 children. We make good nutrition part of the school day for children who are at risk of hunger and malnourishment and we call on Public Health England and the BDA to partner with us to reduce the damaging impact of excess sugar on the health of these children".

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