Urgent Christmas appeal launched by Magic Breakfast and The Times to support schools and children in disadvantaged areas of the UK. 

Hunger is soaring. Four million children in the UK are now at risk of starting their school day hungry, and this has consequences across the entire course of their lives. Magic Breakfast tackles child morning hunger by providing and advocating for free school breakfasts for children and young people. 

Lindsey MacDonald, Chief Executive of Magic Breakfast, said “We are so thrilled to have been chosen by The Times and The Sunday Times for this year’s prestigious Christmas Appeal.  This is a critical moment, with the cost of living crisis plunging ever-increasing numbers of children and young people into food insecurity. Millions of children in the UK are now at risk of starting their school day hungry, something that has been proven to be a significant barrier to learning.   

The Appeal will help us tell personal stories of the children, families, and schools directly impacted by this national emergency. Change is needed now, and their voices must be part of the conversation.  

We all have a moral duty to ensure children and young people have the energy and nutrition they need to thrive and succeed at school. I would like to say a heartfelt thank you to everyone who donates to our Appeal over the next couple of months. 

The Appeal will launch today (26th November 2022), with articles continuing to appear throughout December and into January. All the content to date can be seen on Magic Breakfast's dedicated appeal hub.

During the appeal, The Times and The Sunday Times will invite readers to donate to Magic Breakfast and, thanks to generous match funding, donor impact will be doubled. For just 28p, readers can provide a child with a healthy, nutritious breakfast. 

Readers can donate via the online giving platform. 


Notes to Editors: 

About Magic Breakfast 

Magic Breakfast is a registered charity providing healthy breakfasts to children and young people in the UK who arrive at school too hungry to learn, and expert support to their schools. The charity works with over 1,000 Primary, Secondary, ASL/Special Educational Needs Schools, and Pupil Referral Units in disadvantaged areas of Scotland and England, offering breakfasts to over 200,000 children to ensure they start their school day with the energy and nutrition they need to be able to make the most of their morning lessons.   

Contact: Jonathan Lord [email protected] or 07377 177 443