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Aldi launches ‘adult’s breakfast club’ for families skipping meals so their kids can eat
The budget supermarket retailer will donate 10 tonnes of healthy cereal.
Emily Sergeant -
28th March 2023 
Aldi has launched an adult’s breakfast club for lower income families who are having to skip meals to ensure their children can eat.
After the budget supermarket retailer’s new research has sadly revealed that almost half (44%) of parents from lower income families being forced to skip meals to make sure their children have enough food to eat as the rising cost of living crisis continues, Aldi has launched a new breakfast club especially for adults.
Breakfast is widely known to be one of the most of important meals of the day, but it’s also the most common one to miss, according to Aldi’s research.
The research revealed that 47% of parents are now said to be experiencing more financial pressure to feed the family compared to six months ago – with almost two in three admitting they are likely to go hungry so their little ones don’t have to.
This has also led to a third of parents buying less food, with some of the biggest cutbacks including key breakfast items like butter, milk, and cereal.
Aldi’s new ‘Adult’s Breakfast Club’ has been set up with the help of its charity partner, Neighbourly, ahead of the Easter school holidays, as this is often when “parents are under increased pressure to feed the entire family”.
The supermarket chain will donate 10 tonnes of healthy cereal and 5,000 gallons of milk and milk alternatives to foodbanks and schools across the country.
With an estimated 2.1 million adults in the UK now using foodbanks, Aldi’s Adult’s Breakfast Club is aiming to help the 37% of parents who simply can’t afford a full shop to feed themselves and their family, and therefore choosing to either skip meals entirely, give children half of their meal, or make larger portions for their children than themselves.
“We believe that having access to healthy food should be a right, not a privilege,” Aldi UK’s Corporate Responsibility Director said of the scheme launching.
“The thought that parents are having to skip meals to ensure their children can eat is terrible.
“Our partnership with Neighbourly to donate surplus food from our stores helps to support the communities where we operate, but we want to be able to help parents too, and we hope the Adult Breakfast Club will help provide everyday breakfast essentials to parents who otherwise would be going without.”
Steve Butterworth – CEO of Neighbourly – said parents skipping meals to ensure their children can eat shows the “real-world effects of the cost of living-crisis”.
“Creating a dedicated Breakfast Club to ensure these parents are getting the nutrients they need and deserve is a brilliant initiative, and one we hope will make a tangible difference in our community,” he added.
Read more:
- Aldi launches new ‘magic bags’ with £10 worth of food for just £3.30
- All the places kids eat for £1 or FREE in Greater Manchester during the school holidays
- Labour promises free breakfasts for all primary school children in England if elected
Find out more about the scheme here.
Featured Image – Aldi UK
