Children up and down the country will have better access to healthy meals as British household brands sign on to back the first 750 free breakfast clubs supporting parents, backing schools and unlocking opportunity.
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, which will see the early adopter schools benefit from discounts and free deliveries from today.
Best Start free 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.
The new 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.
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.
Education Secretary, Bridget Phillipson (right), said: “We’re rolling out free breakfast clubs, and now we’re going further. By joining forces with some of Britain’s most loved food brands, we are making our offer bigger and better – backing our schools, supporting families, and ensuring every child gets the best start in life.
“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.
Simon Roberts, CEO of Sainsbury’s said: “Every child deserves access to affordable and nutritious food to help them thrive, but we know far too many arrive at school without a balanced breakfast to fuel their day.
“That’s why we are proud to be partnering with the Department for Education on their free breakfast clubs, offering the early adopter schools £200 vouchers to support healthy breakfast provision.
We’re committed, at Sainsbury’s, to continuing to play our part in addressing this challenge until we’re confident that everyone across the country has access to joyful, affordable food every day.
Francesca Theokli, marketing and NPD director at Weetabix, said: “Weetabix is proud to support the UK government’s free breakfast club programme, to provide primary school children across the country with a healthier start to their school day.
“Through our partnership with early adopter schools, we’re helping ensure that healthy options are more accessible to children, supporting their wellbeing and readiness to learn.
Rami Baitiéh, CEO for Morrisons (left), added: “We’re delighted to be part of the free breakfast club partnership and look forward to helping schools across the country give children the best start to the day.
“Our heritage in fresh, quality food is something we are proud of and our free anytime delivery pass will help these schools consistently provide healthy breakfasts to pupils.”
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