Kellogg’s has announced a partnership with STV to support the Children’s Appeal breakfast campaign for the 4th consecutive year. The cereal giant is set to match every £1 raised up to the total of £50,000, which will fund school breakfast clubs throughout Scotland and help tackle child hunger.
The fundraising campaign encourages people to set aside time on one morning in September to have a shared breakfast event with friends, family, colleagues or classmates to raise essential money for the STV Children’s Appeal.
Research from Kellogg’s found that there has been a 73 per cent increase in demand for breakfast clubs over the past 5 years. Additionally, research from the Trusell Trust revealed that one in four children are growing up with food insecurity, with over 200,000 living in households having no reliable access to food in Scotland.
Andrew Ridge, social impact manager at Kellogg’s, said: “We’re proud to be supporting the Big Scottish Breakfast for a fourth year, matching each £1 donation to help support even more breakfast clubs across Scotland.
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“For nearly 30 years, Kellogg’s has supported school breakfast clubs up and down the country and teachers tell us that being hungry can have a massive effect on pupils, from their performance and behaviour, and even overall attendance.”
The nationwide Big Scottish Breakfast event takes place on September 2026, with STV weather presenter Sean Batty as one of the appointed supporters. Batty partnered with children at Pied Piper Nursery in Glasgow to launch the 2026 campaign.
As the campaign continues to grow, it’s likely that the partnership between Kellogg’s and STV will have a positive impact on the number of breakfast clubs supported across Scotland. With the cereal giant’s matching donations, the campaign may be able to reach more schools and provide essential breakfasts to children in need.
The Big Scottish Breakfast is set to return across schools, workplaces, and nurseries this September, aiming to raise essential money for the STV Children’s Appeal and help tackle child hunger in Scotland.
