Tesco Private Brand Partners to Help Kids

Tesco Cereal

Thousands of U.K. children are set to benefit from a brand new charity partnership between Tesco and breakfast club charity Magic Breakfast.

Magic Breakfast provides free food to over 8,500 school children in more than 250 primary schools every day, helping to make sure pupils don’t start their morning lessons hungry.

Having a nutritious breakfast helps children learn and sets them up for leading a healthier life. 32% of children in the UK regularly miss breakfast and, as a result, their health and education can suffer.

Starting this month, Tesco will supply 40,000 boxes of private brand nutritious cereal to Magic Breakfast for children to eat at its breakfast clubs. Boxes of private brand cereal on sale at Tesco stores will also feature information about the charity and how people can donate.

As well as helping to make sure children get enough food to do well at school, Magic Breakfast also helps to promote a diet that is lower in sugar, saturated fats and salt.  The charity targets schools in deprived areas where over 35% of the children are eligible for Free School Meals.

Carmel McConnell, CEO of Magic Breakfast said: “Magic Breakfast was set up out of love and concern for children and a belief in their potential, given the right start. A hungry child cannot concentrate. This new Tesco donation of cereals will save the charity thousands of pounds this year, money we can use to extend to new schools who need help to reach hungry school children. It seems wrong to us for any child to miss out on the most important lessons of the school day simply through lack of a good breakfast.”

Greg Sage, Community Director for Tesco said: “We’re incredibly excited to work with Magic Breakfast – their dedication means children don’t start school on an empty stomach, which can make a real difference to a child’s academic achievement.

“Magic Breakfast also does fantastic work to promote a healthy diet to children, something we’re committed to at Tesco. We’re removing sweets and chocolates from checkouts at all our stores, and through The Tesco Eat Happy Project we are helping children to have a happier and healthier relationship with food.

“We’re going to work together with Magic Breakfast to make a real and positive difference to children’s lives.”



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.