Parcels of healthy breakfast food have been arriving on the doorsteps of thousands of children across the UK this week, thanks to an expanded partnership between Magic Breakfast and Amazon.
To help Magic Breakfast reach more children at risk of hunger under lockdown, Amazon, a long-standing supporter of Magic Breakfast, has stepped in to help with its warehousing and logistics expertise.
The children receiving these meals can normally have a free breakfast at school, provided by Magic Breakfast, to give them the fuel they need for their morning lessons. Since schools closed due to Covid-19, however, the charity has adapted its delivery model, with help from Amazon, to ensure that children from its partner schools can continue to enjoy their Magic Breakfast at home.
Guided by its partner schools, and with generous support from food suppliers, Magic Breakfast has been able to deliver take-home breakfast packs to schools or alternative delivery sites during lockdown. School staff have then been organising for these packs to be collected by families or arranging deliveries to families' doors.
Between 27th April and 8th May, nearly 10,000 children received packs containing two weeks’ worth of Magic Breakfast food, either via their schools, or via an Amazon delivery. Since the start of the pandemic,we have delivered more than1.4m breakfasts to vulnerable children across the UK.
Alex Cunningham, CEO of Magic Breakfast, said: “Amazon staff have bent over backwards to help the children and schools we support. In a time when hunger is a reality faced by many, Amazon is enabling Magic Breakfast to reach thousands of vulnerable children with a healthy breakfast - children who can no longer access breakfast provision at school and whose families may be finding it difficult to provide food under lockdown. A very big thank you to Amazon”.
The Executive Headteacher of a Magic Breakfast partner school said: “Thank you so much for this valuable support you are offering to our families. It is much needed and much appreciated.”
A team from its fulfilment centre in Milton Keynes will pack up the parcels of breakfast food before being shipped through Amazon Logistics to the homes of children across the UK.
Kerry-Anne Lawlor, Country Director of Amazon Logistics, said: “We are delighted to continue our long-standing support of Magic Breakfast by delivering breakfast parcels to the doorsteps of thousands of children during this difficult time, ensuring they have a healthy start to the day.”
Find out more about how Amazon supports communities.