Families can get free breakfasts at Morrisons cafés throughout the summer holidays under a new nationwide scheme – and unlike most supermarket food offers, adults can claim too.
The supermarket has teamed up with Kellogg’s to bring back its popular Breakfast Clubs, giving both children and grown-ups a free breakfast with no purchase required.
Anyone visiting a participating Morrisons Café can claim a free bowl of Kellogg’s Corn Flakes or Rice Krispies, served with milk or a dairy alternative, plus a piece of fruit.
The offer runs from today until September 6 across Morrisons cafés nationwide.
It comes as new research commissioned by Morrisons found 54% of parents feel financial pressure during the summer holidays, with many saying the strain becomes most noticeable by week three.
The survey also found almost half of parents (48%) admitted they have skipped meals themselves to make sure their children have enough to eat, with breakfast the meal most likely to be sacrificed.
Parents also revealed the phrases they hear most often during the school holidays, including:
Families can simply ask for a “Kellogg’s Breakfast” at the café till to receive the free meal, with each customer entitled to one breakfast per day.
Unlike many supermarket holiday meal deals, there is no requirement to buy anything else.
Matt Khan, Senior Trader for Morrisons Café, said: “We know that when schools close for the summer, family budgets get stretched to the absolute limit. Losing that daily routine makes it a challenging time for parents and grandparents.
“By teaming up with Kellogg’s, we want to take some of that pressure off by offering a welcoming space where families can sit down and enjoy a healthy, proper breakfast together, completely free of charge.”
Andrew Ridge, Social Impact Manager at Kellogg’s, said: “Kellogg’s has been funding school breakfast clubs, with cash grants, for nearly 30 years because we know how vital they are to a child’s day. When schools close for the holidays, that crucial support disappears, and many families are left feeling the pinch.”
As well as the free breakfasts, Morrisons says its cafés will feature children’s activity sheets, colouring and books over the holidays to help keep youngsters entertained.
The supermarket will also continue running its separate Kids Eat Free promotion, where one child aged 16 or under can receive a free meal with the purchase of an adult main meal costing more than £5.