Heinz has been supporting Magic Breakfast since September 2019 and has committed to our partnership for a minimum of five years.  In a short space of time, the partnership has organically grown in such an exciting and strategic way.  Heinz No Added Sugar Beanz are currently being offered at 100 schools across the country as part of the Magic Breakfast provision, reaching over 101,000 children.

Heinz’s support goes beyond just product donation, employees from across the business have been giving up their time to be involved in the pilot phase of a partnership with literacy project, Bookmark.  Volunteers have been supporting children in their reading, who are at risk of under attainment, at two Magic Breakfast schools in London.  This is proving to be a fantastic opportunity for engagement for employees and children alike.

Crucially, to strengthen our case for support to government, Heinz is carrying out economic modelling for Magic Breakfast, to demonstrate the potential economic benefits of school breakfasts and the return on investment of school breakfast provision.  We will use these findings to help formulate a briefing that Magic Breakfast will use to inform government and influencers alike.

We are incredibly excited about our long term partnership with Heinz and look forward to achieving transformational change for children in the UK with their support.



“Partnering with Magic Breakfast to deliver almost half a million Beanz breakfasts a year to some of the most disadvantaged children in the UK was a no brainer for Heinz. By fuelling these children’s futures, we can have a direct impact on their physical and mental health, help them gain a better education and, in turn positively impact the economy. All from helping children have a simple, healthy breakfast before they start their school day. This is just part of our commitment to growing a better world and we look forward to seeing the impact we can have by working in collaboration with Magic Breakfast and - quite literally – fuelling these children’s futures.”  Zahir Karim, General Counsel, Northern Europe