New York Bakery Co. gives disadvantaged kids ‘magical’ breakfast

Magical Bagels from New York Bakery Co

New York Bakery Co. has named Magic Breakfast as its key charity partner from 2021 and is donating half a million bagels to the organisation to help in the fight against child morning hunger.

Magic Breakfast works with over 1,000 partner schools in disadvantaged areas of the country, providing nutritious food to around 170,000 children each school day.

Without a healthy, filling breakfast, a child’s ability to learn is significantly reduced, which in turn can have a devastating long-term impact on their future.

The partnership will be supported by a dedicated #MakeMorningsMagic campaign spanning PR and social media.

The bagels will be supplied in new brightly-coloured ‘Magical’ packs exclusive to Magic Breakfast.

The charity is using its 20th anniversary year to highlight the scale of need and the proven effectiveness of the Magic Breakfast model, as well as calling for urgency in solving the issue for good.

Christina Honigfort, Head of Marketing at New York Bakery Co., said: “We know the importance of breakfast for children and are passionately committed to helping Magic Breakfast reach more children at risk of hunger. That’s why we’re donating 500,000 ‘Magical’ Bagels to those who need them most.

“Up to four pupils in every class of 30 are at risk of starting their school day hungry, with the past year having an even more devastating impact. This is a challenge that must be met and everyone at New York Bakery Co. is fully committed to playing their part through donating, raising awareness of the cause and inspiring others to join us in the fight too. No child should ever be too hungry to learn!”

Emily Wilkie, Head of Fundraising at Magic Breakfast, added: “As many as 1.7 million children are at risk of hunger in the UK and we need to act now. As a long-time breakfast favourite, we are delighted to welcome New York Bakery Co. as a partner and to offer their new ‘Magical’ Bagels exclusively to the schoolchildren we support. The effects and benefits of a healthy breakfast truly are magical and can be life-changing and we’re very thankful to New York Bakery Co. for helping us to ensure no child starts their day too hungry to learn.”