Magic Breakfast first started working with Grupo Bimbo UK Ltd in January 2020, just before the onset of the coronavirus pandemic. Despite coming on board at the start of one of the most turbulent and uncertain times in recent history, New York Bakery Co./Grupo Bimbo worked tirelessly to ensure that children at Magic Breakfast partner schools had access to nutritious and delicious bagels to fuel their learning – whether at home or at school.

This year, New York Bakery Co. has committed to generously donate half a million bagels to support our breakfast provision, and even developed a special Magical Bagel pack, created exclusively for children at Magic Breakfast partner schools. 

As part of our partnership, Grupo Bimbo UK Ltd.  employees have raised additional bagels for Magic Breakfast by taking part in their annual Global Energy Race – an additional 8,580 nutritious bagels in 2021! 

Cliff Irwin, Managing Director, Grupo Bimbo UK Ltd:  

“As many as four pupils in every class of 30 are at risk of starting their school day too hungry to learn. This can have a detrimental impact on their futures. These past few years have highlighted the scale of the problem, and the devastating effects it has, even further. The time to act is now. 

That’s why everyone at New York Bakery Co. feels passionately about our partnership with Magic Breakfast and helping tackle food insecurity. Donating half a million bagels to children who need them most is our way of stepping up our support, as well as highlighting the scale of need and joining calls for urgency in solving the issue. We can, should, and will, do more to bring about positive change.”