Magic Breakfast today outlines a new approach to solving the problem of UK child hunger and malnourishment at the start of the school day, a problem the charity says affects 700,000 primary school children. The new approach involves two levels of support for the most deprived school communities; healthy breakfasts to support educational attainment and tackle child obesity, plus social investment to drive school breakfast club independence by helping teachers and the school community improve their self-funding skills. Magic Breakfast is seeing a hugely increased demand for its food aid, with 80 primary schools on its waiting list.

The charity, which recently won the Prime Minister’s Big Society award, unveils its approach shortly after the Campaign to End Child Poverty’s annual report showed that more than half the children in Tower Hamlets (52%) live in poverty - in Manchester the figure is 49%. Both areas have Magic Breakfast supported schools.

Charity Founder Carmel McConnell says: “teachers tell us they have to bring in food themselves as so many children arrive at school hungry or malnourished. How can this be the case in one of the richest economies in the world? If we want school age children to achieve social mobility, child hunger cannot continue to be such a huge barrier to educational access. We have to solve this at primary school level. Our school partners do a great job and our support programme transforms child attendance, punctuality, concentration and behaviour. It works. For example:

•88% report improved attainment and attendance among Breakfast club children

•94% of these children have healthier eating habits

•93% demonstrate increased concentration and energy in class”

Supported by a range of leading corporates such as Pearson, Quaker Oats, Tropicana Orange Juice, Morgan Stanley and John Lewis, the charity will be officially launching the new three year child nutrition and education investment programme before Easter, supporting 12 Tower Hamlets schools, plus a brand new food and social enterprise programme supported across 50 London primary schools will be unveiled later in the year.  Events to launch the programme in Magic Breakfast schools in Manchester are also expected to be announced shortly.

The Mayor’s Fund for London are also interested in supporting Magic Breakfast. Chris Robinson, CEO of the Mayor’s Fund for London said: ‘I am impressed by Magic Breakfast. They are meeting a real need in a practical way. We would like to raise some money to support them in developing their work not just by adding more schools but also by helping them improve their evidence-base and develop the capacity to sustain growth.’

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