Weetabix joins fight against child food poverty

Child eating breakfast

Weetabix has thrown its weight behind footballer Marcus Rashford’s Child Food Poverty Task Force.

The brand is endorsing the campaign’s policy requests for the expansion of the free school meals scheme. This builds upon Weetabix’s existing work to ensure that school children can start the day with a nutritious breakfast.

Weetabix called on the government to endorse and fully fund the National Food Strategy’s three main policy recommendations:

  • Expansion of free school meals to every child from a household on Universal Credit or equivalent, reaching an additional 1.5 million 7-16 year olds
  • Expansion of holiday provision (food and activities) to support all children on free school meals, reaching an additional 1.1 million children
  • Increasing the value of the Healthy Start vouchers to £4.25 per week (from £3.10) and expanding into all those on Universal Credit or equivalent, reaching an additional 290,000 pregnant women and children under the age of four.

Sally Abbott, Managing Director of Weetabix UK and Ireland, said: “We believe that no child should have to start their school day hungry, which is why we’re supporting Marcus in his ambition for the free school meals scheme to be expanded. Weetabix is founded upon belief that everyone should start the day with a healthy and nutritious breakfast and nearly ninety years on, we continue to uphold this principle.”

Marcus Rashford added: “Breakfast Club played an integral part in my life. Not only did it guarantee that I had fuel to sustain the day and really engage in learning, but it is where I formed my life friendships. I’m thrilled to be announcing Weetabix as the newest member of the Task Force knowing the efforts they put in to support these vital services.”

The announcement follows the brand’s recent partnership with charity Magic Breakfast to provide nearly 2 million ‘magic’ breakfasts of Weetabix Original to disadvantaged school children. Weetabix is providing food donations, as well as covering the delivery costs to the charity’s 480 partner schools.