Asda donates 200 tonnes of new cereal to summer hunger relief drive

“Too many families are facing the reality of children going without a proper breakfast, particularly during the summer holidays when household budgets come under greater pressure,” said Max Hilliard, managing director of IPL Operations at Asda. “Through this donation, we can help ensure fewer families have to go without a proper breakfast.”

Hilliard said Asda used its own-label products and manufacturing capacity to create the cereal specifically for redistribution, “to ensure good food reaches vulnerable communities rather than going to waste.”

Charlotte Hill OBE, CEO of Felix, said the summer holidays compound financial strain on parents. “With schools closed children have no access to breakfast clubs or free school meals so parents have to pay extra to cover those meals,” she said. “This support from Asda to AFS and Felix will ensure thousands of children get a healthier and balanced breakfast helping them to kickstart their day in the right way.”

Nicky Robinson, director of Alliance Food Sourcing, credited Asda for adapting its production schedule. “Often relatively small changes in the UK food supply chain can make a big difference to what we can offer frontline charities,” she said.

Asda runs a year-round kids-eat-for-£1 program in its cafes with no minimum spend or adult purchase required, available seven days a week.