Aldi announces launch of Adult’s Breakfast Club, donating 10 tonnes of healthy cereal and 5,000 gallons of milk to food banks and schools across the UK

Sample article from our Consumer packaged goods (CPG)

LONDON , March 28, 2023 (press release) –

Aldi launches Adult’s Breakfast Club , donating 10 tonnes of healthy cereal and 5,000 gallons milk to foodbanks and schools across the UK . The cost-of-living-crisis is leading parents to sacrifice their own health, with some going without a meal as often as twice per week. Despite this, 63% of children are complaining they’re still hungry after mealtimes as there's simply not enough food to go round.

Key Highlights:

* 47% of parents are now experiencing more financial pressure to feed the family compared to six months ago.

* 16% of those surveyed say they will have to start using foodbanks within the next 6 months.

* Charity professionals estimate the demand for food provision has increased by 159% in the last 12 months.

* 50% of parents are regularly skipping meals in order to put food on the table for their children.

* 94% agree that parents go without as much food during school holidays as they prioritise feeding their children during the holidays.

Original Press Release:

London , March 27 -- Aldi issued the following news release:

- The cost-of-living-crisis is leading parents to sacrifice their own health, with some going without a meal as often as twice per week

- Despite this, 63% of children are complaining they’re still hungry after mealtimes as there’s simply not enough food to go round

- To support struggling parents and help ensure they are getting the sustenance they need, Aldi launches Adult’s Breakfast Club , donating 10 tonnes of healthy cereal and 5,000 gallons milk to foodbanks cross the UK

- Aldi has donated over 25 million meals to families since 2019

It is often said that breakfast is the most important meal of the day, providing essential nutrients and energy for the day ahead. However, the heart-breaking reality is that almost half (44%) of parents from lower income families are skipping meals to ensure their children have enough food to eat, with breakfast being the most common one to miss.

New research[*] from Aldi reveals that 47% of parents are now experiencing more financial pressure to feed the family compared to six months ago, with almost 2 in 3 admitting they are likely to go hungry so their little ones don’t have to. This has led to a third of parents buying less food now than they were 6-months ago, with some of the biggest cutbacks including key breakfast items such as butter, milk, and cereal.

To help ensure parents are getting the food they need, from today they will be able to access breakfast free of charge thanks to Aldi’s newly announced Adult’s Breakfast Club . Ahead of the school Easter holidays, 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 the help of charity partner Neighbourly. It will also be doubling down on its existing donations to local schools during term time, as almost a third (31%) of parents surveyed said that they rely on their children being provided breakfast by their school.

The initiative comes as many parents (37%) simply can’t afford a full shop to feed themselves and their family, and are choosing to either skip meals entirely, give children half of their meal, or make larger portions for their children than themselves. Despite these sacrifices, parents who are skipping meals are left feeling sad (32%), like a failure (25%) and tired (22%); made worse as over a quarter (27%) of these children often complain of still being hungry after mealtimes, with no additional food to go around.

With an estimated 2.1 million adults in the UK now using foodbanks[**], the outlook for the year ahead is not positive, with 16% of those surveyed estimating that they will have to start using them within the next 6 months. This is supported by findings from giving platform, Neighbourly, who surveyed a selection of charity professionals that work with some of the most vulnerable families in society on a daily basis[***].

New data reveals that charity professionals estimate the demand for food provision has increased by 159% in the last 12 months, with almost all (96%) expecting this to increase further in the next year. They estimate that 50% of the parents they work with are regularly skipping meals in order to put food on the table for their children, with 94% agreeing that parents go without as much food during school holidays as they prioritise feeding their children.

The scheme from Aldi comes as 58% of charity professionals agree that there is a lack of breakfast food items being provided to charities and food banks.

Liz Fox , Corporate Responsibility Director at Aldi UK comments: “We believe that having access to healthy food should be a right, not a privilege. 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. 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, adds: “We are now seeing the real-world effects of the cost-of-living-crisis, and this is what it looks like. Parents sitting with empty, or half-empty, plates at mealtimes to ensure their children have enough food. 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.”

The Aldi Adult’s Breakfast Club will run from today with the supermarket chain donating 10 tonnes of cereal and 5,000 gallons of milk and milk alternatives to foodbanks across the country. Customers are encouraged to add to the existing donation by heading to www.aldi.co.uk/neighbourly – just £5 will provide 30 breakfast meals.

About Neighbourly:

Neighbourly is an award-winning giving platform that matches businesses with local good causes. The platform takes the uncertainty out of doing good by connecting businesses who want to give time, money or surplus to the communities that need it most.

Its network of over 24,000 thousand vetted local causes is mapped against impact themes and development goals so that businesses can easily connect their resources and measure the positive impact they are having on their business, employees, communities and the planet.

Through Neighbourly’s smart-matching system, businesses are paired with causes that need their resources, allowing corporate companies to have a genuine impact on their employees and customers lives across the UK and Ireland .

Neighbourly was one of the UK’s first B Corporations.

Footnotes:

[*] Research was conducted by OnePoll between 1st-8th February 2023 , with a sample of 1,000 UK parents from low-income households (as defined by the government department of work and pensions)

[**] Trussel Trust

[***] Research was conducted by Neighbourly and taken from a survey of 130 local charities between 9th and 22nd February 2023

[Category: Financial Results, New Offerings]

Source: Aldi

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

See our dashboard in action - schedule an demo
Jason Irving
Jason Irving
- SVP Enterprise Solutions -

We offer built-to-order consumer packaged goods (cpg) coverage for our clients. Contact us for a free consultation.

About Us

We deliver market news & information relevant to your business.

We monitor all your market drivers.

We aggregate, curate, filter and map your specific needs.

We deliver the right information to the right person at the right time.

Our Contacts

1990 S Bundy Dr. Suite #380,
Los Angeles, CA 90025

+1 (310) 553 0008

About Cookies On This Site

We collect data, including through use of cookies and similar technology ("cookies") that enchance the online experience. By clicking "I agree", you agree to our cookies, agree to bound by our Terms of Use, and acknowledge our Privacy Policy. For more information on our data practices and how to exercise your privacy rights, please see our Privacy Policy.