Nourishing Futures: Our strategy for 2040

Where every child is nourished, empowered, and thriving.

No child should be too hungry to learn. For more than 20 years, this core belief has driven Magic Breakfast’s mission and growth. We’ve provided millions of breakfasts to children and young people across the UK, giving them the fuel they need to learn and thrive.

But with the benefits of school breakfasts being widely recognised by educators, policy makers, and the public, our role is evolving. We have developed an exciting and ambitious new mission and vision:

The magic is what happens beyond the food. It’s the sense of calm when a child walks through the school doors and is greeted by name. It’s the laughter over toast, the quiet chats with trusted adults, the chance to play, settle, and belong. Through breakfast, children and young people can feel seen, valued, and heard. For some children, breakfast can be the reason they go into school.

We believe that children and young people are best placed to define what the magic means to them, protect it, and lead how it evolves. We will empower and support children and young people to define the magic so that it can be embedded in all school breakfast provision.

We’re on the brink of everlasting change for future generations, and Magic Breakfast can’t do this alone. As we launch Nourishing Futures, we remain deeply grateful for your continued support, and we invite you to be part of this exciting new phase; as a champion, collaborator, and advocate.

Together, we’ll nourish futures.