Our stories Press Releases Tesco donates over 2 million bowls of cereal 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.” Notes: 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 Tesco is a team of over 500,000 people in 12 markets dedicated to providing the most compelling offer to our customers.