Vision: That no child or young person in the UK is too hungry to learn
Mission: To end morning hunger as a barrier to learning for children and young people in the UK
Magic Breakfast
Children should be hungry to learn, not just hungry. Sadly, children and young people at all stages of their education are walking through the school gates with an empty tummy, from nursery to the end of secondary. For over 20 years, we’ve provided nutritional breakfasts in schools – making sure every vulnerable child and young person feels included and ready to learn. Today, the demand for our services is higher than ever, so we have evolved. Today, we deliver nearly 1 million breakfasts, with a variety of foods on our Magic Menu, every week to schools across England and Scotland. Our operations are funded by local authority contracts as well as fundraised income and strategic partnerships with businesses.
Our Service Delivery team supports those in need right now and we’re also working to eliminate hunger in the classroom once and for all. We focus on being part of the solution through our campaigning, research and advocacy work with politicians and decision-makers. We’re sparking a broader conversation with governments and in the media for long-term systemic change. The effects of childhood morning hunger on our communities are widespread and farreaching. And the consequences go beyond the school gates – they intensify inequality, health issues and continue the cycle of poverty in society.
We’re transforming lives one breakfast at a time, but Magic Breakfast alone cannot eliminate child hunger for good. It’s only together that we will create a healthier and more equal society.
We know that a nutritious breakfast is the best start to the day for schoolchildren everywhere. The magic behind breakfast is so much bigger than the meal itself, it’s the chance for every child and young person to feel included, equal and set up for success. No child should be too hungry to learn.
Our Values
Our values sit at the very heart of what we do.
They permeate our ways of working, decision-making and policies. They ensure we are the best possible version of ourselves – as individuals, teams, and as one Magic Breakfast.
Equality, Diversity and Inclusion (EDI) is incredibly important to us, and it is considered in everything that we do. We continue to work on our progressive EDI strategy and want to remove as many barriers to work as possible. We value and welcome everyone.
- Children and young people at the heart of everything we do.
- Compassionate – we care and want to help.
- Open – we are transparent and inclusive.
- Brave – We speak up and speak out even if it is hard.
- Collaborative – We believe in the power of diversity and collective action.
- Solutions – Focused – We are ambition and impact led.
Strategic Objectives
Providing Nutritious Breakfasts
Ensure a nutritious and filling breakfast is provided to as many pupils at risk of hunger as possible.
Build a Movement for Change
Build a movement to push for a solution to child morning hunger.
Reach Our Goal Responsibly
To operate efficiently and responsibly with greater internal and external collaboration.