Taxpayer-Funded British breakfasts for primary school kids as government joins forces with household brands
Children up and down the country will have better access to healthy meals as British household brands sign on to back the first 750 taxpayer-funded breakfast clubs – supporting parents, backing schools, and unlocking opportunity.
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In a landmark move to go even further on its Plan for Change, the government’s pro-business approach has secured new industry partnerships with Morrisons, Sainsbury’s and Weetabix as well as Magic Breakfast, which will see the early adopter schools benefit from discounts and free deliveries from today.
Best Start taxpayer-funded breakfast clubs are already providing a lifeline to working families, giving much needed breathing room in the mornings by freeing up to 95 hours per year, and putting money back into their pockets to the tune of £450 a year.
Today’s partnerships mean schools can serve up more affordable, varied breakfast options, while freeing up funds to make the clubs bigger and better through enrichment activities like board games or sports.
This comes as the latest research shows more than one in three parents (38%) find it difficult to give their child a healthy breakfast before school, with fussy eating (36%) and time (28%) being the main barriers.
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This drive towards national renewal follows confirmation that half a million more children will soon be able to benefit from free breakfast clubs as 2,000 new schools will join the scheme from April 2026.
Alongside this, the government has updated guidance issued to schools today, calling for them to start limiting branded uniform items ahead of the cap coming into force in the Children’s Wellbeing & Schools Bill, which will save some parents over £50 per child. A recent Parentkind poll revealed that more than a quarter of parents will go without heating or eating to cover uniform costs.
Breaking the link between background and opportunity, these measures will support working families and help ensure every child can have the best start in life.
Education Secretary, Bridget Phillipson said:
With porridge (27%), fruit and yoghurt (25%), wheat biscuits (15%) and wholegrain toast (11%) being the top breakfast choices for parents, the partnerships will mean schools can now access these items much more easily.
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These innovative deals will ensure the free breakfast club programme works for all types of schools, and school leaders have welcomed the latest development as an important move to ensure the test and learn phase delivers the most effective outcomes for national rollout.
Simon Roberts, CEO of Sainsbury’s said:
Rick Weights Head Teacher of Saxton Federation of CE Primary Schools, Monk Fryston said:
Today’s action goes hand in hand with work to revise the School Food Standards and expand free school meals to every family on Universal Credit, lifting 100,000 children out of poverty.
It is also part of wider work to achieve government’s vision for the UK’s food system under the food strategy, helping schools to provide nutritious food choices through government-industry partnerships.
Francesca Theokli, Marketing & NPD Director, Weetabix said:
Rami Baitiéh, Chief Executive Officer for Morrisons said:
Rhian Thompson, Director of Service Delivery, Magic Breakfast, said:
Food Security Minister Dame Angela Eagle said:
* Free means taxpayer-funded. Nothing the government does is free; taxpayers pay for everything. Even if companies make a tax-deductible contribution to a government scheme, the company benefits through reduced taxes and adds the net cost to the price of the products it sells.
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