Updated 25 March 2014

Kellogg’s Breakfast for Better Days®

Helping SA children reach their potential, one breakfast at a time

Research* shows that nearly one-fifth of all South African children do not eat breakfast before going to school. This is a concern since we know that children who eat breakfast tend to be more focussed and are able to concentrate in the classroom.

Kellogg’s Breakfast for Better Days® — an initiative by Kellogg®, with partners Parmalat and FoodBankSA —aims to help address this problem by giving 5 million servings of breakfast during the course of 2014. That means approximately 25,000 disadvantaged school children throughout the country will have a Kellogg’s® breakfast every school day!

Kellogg® invites our consumers to join and help us provide the 5 million servings through a very simple mechanic. Whenever a consumer buys a specially marked Kellogg’s® pack they help provide a serving of cereal and milk to a school child. It’s that simple ... . Buy a pack and help feed a child.

Consumers can visit our site to join the movement by having their Facebook cover image customised with a Kellogg’s Breakfast for Better Days® badge. Consumers can also make a pledge on the Pledge Map to support Kellogg in ensuring that children receive a breakfast at school

To understand the impact that breakfast has on a child’s day, Kellogg® followed Mpho — a 7-year-old boy from Soweto — for a day. Getting up before most adults do to get to work, Mpho prepares for the day ahead all by himself and sets off on foot to school without having breakfast. Once at school, he has to struggle to keep up with his teacher, Mrs Ndlovu, during the lesson. “Fatigue and restlessness are frequent challenges that affect the 45 children in my care — it’s even evident on the playground”, she remarked on the day of the visit to Ikwezi Primary School in Mofolo township. Witness Mpho’s journey through his eyes and watch the mini documentary (feel free to use the hashtag #KelloggsBFBD when sharing it online).

Kellogg® will also be keeping you up-to-date with developments on this year-long breakfast initiative as well as Mpho’s journey via the Kellogg’s® Moms SA Facebook pageand on the Twitter handle @Kelloggsza so viewers involved in the movement never miss a beat.

Join the movement and help our children get the most out of their day. Let’s make a pledge, share Mpho’s story and spread the power of breakfast on Facebook and Twitter.


*See full reference here: Shisana O, et al. (2013) South African National Health and Nutrition Examination Survey (SANHANES-1). Cape Town: HSRC Press.