With one in seven children missing out the most important meal of the day, according to the Australian Bureau of Statistics (ABS), Kelloggs Australia has pledged to donate a minimum of two million serves of cereal in 2014.
Through its Breakfast for Better Days initiative, the donation is the equivalent of feeding 10,000 kids each school day.
The initiative is also aiming to provide 12 million serves of cereal and snacks to families and children in need in Australia and one billion serves across the world by the end of 2016.
“Our program exists to support children in need by helping to ensure they have the best start to their day possible, but to see one in seven children skipping breakfast remains a concern for the community at large,” Nitin Vig, leader of the free school breakfast program at Kellogg Australia, said
According to ABS from 2012, over a million Aussie children can be expected to arrive at school with an empty tummy.
Through the initiative, Kelloggs Australia supplies free cereal to over 300 community areas nationally including outback, indigenous and disadvantaged communities to ensure kids have access to the first meal of the day.