Sharing the loaf to tackle child food poverty
BAKERY brand Hovis has partnered up with children’s charity Magic Breakfast to donate 1.5million breakfasts to kids across Britain.
The collaboration with Magic Breakfast will also feature on packs of Hovis Wholemeal 800g loaves and aims to shine a spotlight on the critical issue of food insecurity among children and young people across England and Scotland.
Mark Brown, chief marketing officer at Hovis, said: “Hovis has been providing strength to the nation for 140 years, and this partnership is a great example of the brand’s enduring strength and commitment to the nation, supporting the vital work Magic Breakfast are doing to ensure children are nourished, empowered, and thriving.”
“Hovis Wholemeal is high in fibre and a source of protein, perfect for consumers seeking a healthier start to their day. With one in seven children in the UK at risk of going hungry each morning, this partnership aims to resonate with shoppers and give them the opportunity to provide a nutritious breakfast to a hungry child through Magic Breakfast’s important work.”
Hovis has committed to donating a total of 1.5million breakfasts across 2026 as part of the partnership, which is the equivalent of 150,000 loaves of bread.
Hovis will also further support the charity partnership with an extensive social media campaign, which is running now until March, complete with a digital activation that directs consumers to a dedicated landing page where they can learn about Magic Breakfast’s impact.
Ali Roberts, head of corporate partnerships at Magic Breakfast, said: “Magic Breakfast is thrilled to be partnering with Hovis! Thanks to their incredible support, together we are able to provide 1.5 million breakfasts for children and young people at risk of going hungry.
“Magic Breakfast has over 20 years of experience in providing school breakfasts. We know that a healthy breakfast helps pupils feel included, equal, and focused, and helps ensure that no child is too hungry to learn – enabling children and young people to reach their potential.”
