Weetabix serves up 25m breakfasts to the needy

The Weetabix Food Company has announced it’s reached a major milestone in its mission to help tackle food insecurity across the UK.

This month, the company announced it had restributed the equivalent of 25m Weetabix breakfasts to UK charities and community groups since 2014.

Weetabix has worked with Felix (formally FareShare), the UK’s leading charity redistributing good-to-eat surplus food, for more than a decade, to ensure that surplus, good-quality cereal reaches people who need it most.

Together, the partnership has supported more than 8,000 UK charities and community groups ensuring that more people have access to a nutritious start to the day.

With an estimated 4.5m children in the UK living in poverty, Weetabix proudly supports Felix’s annual Fueling Fuller Lives summer campaign, which helps families during school holidays when food and childcare costs rise.

Each year, Weetabix contributes a wide range of cereals to schools, food banks, community hubs and local charities, helping individuals and families enjoy a tasty, wholesome breakfast. Colleagues from across the business alsos volunteer, getting hands-on sorting, packing and distributing surplus food to support the charity.

In July 2025, Weetabix introduced a best-before extension across its products, helping to further reduce food waste and increase the amount of surplus food available for redistribution. The initiative has enabled the business to donate even more cereal to communities in need across the UK, ensuring good food reaches people rather than going to waste.

Francesca Theokli, marketing and NPD director, said: “At Weetabix, our mission is to ‘ready the nation with nutritious goodness, made the right way.’ Reaching 25 million breakfasts is a proud milestone for us but what matters most is the difference this makes to communities across the UK.”