ALDI opens an adult breakfast club as research shows that nearly half of parents from lower-income families skip meals so that their kids can eat.
Parents are sacrificing their health due to the expense of living crisis, with some going without meals up to twice a week.
Despite this, 63% of kids report feeling famished even after meals because there isn’t enough food for everyone.
Aldi introduces Adult’s Breakfast Club, donating 10 tonnes of nutritious cereal and 5,000 gallons of milk to foodbanks throughout the UK to assist struggling parents and help ensure they are receiving the nutrition they need.
Since 2019, Aldi has provided over 25 million dinners for families.
It’s commonly believed that breakfast is the most significant meal of the day because it gives you the nutrients and vitality you need for the rest of the day [London, Monday, March 27, 2023]. The heartbreaking truth is that nearly half (44%) of parents in lower-income families forgo meals to make sure their kids have enough to consume, with breakfast being the most frequently skipped.
According to new research* from Aldi, nearly two-thirds of parents confess they are likely to go without food so their children don’t have to, and 47% of parents are now under more financial stress than they were six months ago. As a result, a third of parents now purchase less food than they did six months ago, with some of the largest reductions occurring in the purchase of essential breakfast items like butter, milk, and cereal.
Thanks to Aldi’s recently announced Adult’s Breakfast Club, parents will be able to access breakfast for free starting today, ensuring that they are receiving the nutrition they require. With the assistance of its charity partner Neighbourly, the supermarket chain will give 10 tonnes of nutritious cereal and 5,000 gallons of milk and milk substitutes to foodbanks and schools across the nation in advance of the Easter break, when parents are under more pressure to feed the entire family. During the school year, it will also increase its current donations to nearby schools because, according to a poll of parents, 31% of them depend on their children’s schools for breakfast.
The initiative was started because many parents (37%) are choosing to skip meals completely, give their kids half of their meals, or prepare larger portions for their kids than for themselves because they simply cannot afford to buy enough food for their family and themselves. Despite making these sacrifices, parents who miss meals report feeling depressed (32%), guilty (25%) and exhausted (22%). To make matters worse, more than a quarter (27%) of these kids report frequently complaining that they are still hungry after meals despite there being enough food for everyone.
The outlook for the upcoming year is not promising, with 16% of those polled anticipating that they will have to start using foodbanks within the next six months, and an estimated 2.1 million adults in the UK currently using them**. This is supported by research from Neighbourly, a giving platform, which polled a group of nonprofit workers who regularly work with some of society’s most vulnerable families***.
According to recent data, charity experts believe that the demand for food supplies has increased by 159% over the past 12 months, and almost all (96%) predict that it will continue to rise over the coming year. They estimate that 50% of the parents they work with routinely miss meals in order to provide food for their kids, and 94% of them concur that parents skip meals as much during school breaks as they do during the rest of the year.
The Aldi initiative comes as 58% of charity experts concur that charities and food banks are not receiving enough breakfast foods.
“We believe that having access to healthy food should be a right, not a privilege,” says Liz Fox, Corporate Responsibility Director at Aldi UK. It is awful to think that parents are being forced to skip meals so that their kids can consume. We want to be able to assist parents as well as the communities where we operate, which is why we work with Neighbourly to give extra food from our stores. We anticipate that the Adult meal Club will assist in supplying parents who would otherwise be without the necessities for a daily meal.
Neighbourly CEO Steve Butterworth continues, “We are now witnessing the impacts of the cost-of-living crisis in the real world, and this is what it looks like. To make sure their children have enough food, parents sometimes eat while their dishes are empty or nearly empty. It is a brilliant idea to establish a dedicated Breakfast Club to make sure that these parents are receiving the nutrition they require and deserve, and we expect that it will significantly improve our neighbourhood.
Starting today, the grocery store chain Aldi will donate 10 tonnes of cereal and 5,000 gallons of milk and milk substitutes to food pantries all over the nation as part of its Adult’s Breakfast Club. By visiting www.aldi.co.uk/neighbourly, customers are urged to increase the current donation. Just £5 will buy 30 breakfast meals.
Please email Ciara.email@example.com or Fiona.firstname.lastname@example.org for additional information, images, or assets.
You can obtain high-res images from the animation from this page.
* OnePoll performed research between February 1 and February 8, 2023, using 1,000 UK parents from low-income households as its sample. (as defined by the government department of work and pensions)
Trust in Trussel
*** Neighbourly performed research from a survey of 130 neighbourhood charities between February 9 and February 22, 2023.
Aldi has more than 990 stores and about 40,000 employees, making it one of the fastest-growing supermarket chains in Britain.
For millions of families in the UK and Ireland, the supermarket aspires to make every day extraordinary and provide the best value.
Aldi is the UK’s Cheapest Supermarket as a result, according to consumer advocacy group Which? (January 2023) in addition to winning the title of UK’s Cheapest Supermarket in 2021 and 2022.
Aldi consistently wins awards for quality, treats its suppliers and employees fairly and with respect, and acknowledges its obligation to support reputable organisations like Team GB and the Paralympics GB in order to highlight the significance of health and wellbeing.
Aldi elevates the commonplace. Amazing, however, doesn’t happen over night, which is why Aldi strives to improve every single day by being more just, environmentally friendly, and healthful for the environment, society, and customers.
Why do they act in this manner? Because Aldi thinks everyone should have access to wholesome, reasonably priced food. It’s a privilege, not an entitlement.
Awarded giving tool Neighbourly connects companies with regional charities. By bringing together companies that want to donate time, money, or surplus to the communities that need it most, the site removes the uncertainty from doing good.
In order to make it simple for businesses to connect their resources and gauge the beneficial effects they are having on their operations, staff, communities, and the environment, it has a network of over 24,000 thousand verified local causes that are mapped against impact themes and development objectives.
Businesses are matched with causes that need their resources through Neighbourly’s smart-matching system, enabling corporate companies to truly influence the lives of their employees and customers throughout the UK and Ireland.
One of the first B Corporations in the UK was called Neighbourly.