Quaker partners with Carol Vorderman in breakfast push

PepsiCo owned porridge brand Quaker Oats has partnered with Carol Vorderman in a joint campaign with charity Magic Breakfast.

Quaker Oats: campaign aims to encourage people to donate breakfasts to children
Quaker Oats: campaign aims to encourage people to donate breakfasts to children

In a stunt today, Vorderman surprised a Peckham school with a morning maths lesson as part of Quaker's campaign to raise awareness of the importance of breakfast to learning. 

The activity is part of Quaker's five year partnership with Magic Breakfast, which was set up to provide free meals to 16,000 primary school children. 

The campaign comprises a TV ad, which kicked off the morning, that aims to encourage people to donate breakfast to school kids by texting the code OATS14. 

Quaker Oats said research conducted by the company as part of a report showed more than 500,000 primary age children go to school hungry each day, which impacted their ability to concentrate and learn. More than 66million minutes of teaching time were lost every morning due to hungry, tired and disracted children, it said.

"Hunger is a very real problem in this country," said Carmel McConnell, founder of Magic Breakfast.

"We constantly hear from our partner schools the devastating impact this can have on a child’s ability to learn, and without an education their future life success is at severe risk.

"We can’t ignore this problem anymore – it’s time to put an end to it and work to ensure every child has the right nourishment and fuel for learning."  

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