Overview
- The Department for Education activated partnerships with Sainsbury’s, Morrisons, Weetabix and charity Magic Breakfast, making discounts, vouchers and free deliveries available to the 750 pilot schools from October 23.
- Offers include a £200 Sainsbury’s gift card per school, a free anytime delivery pass and dedicated ordering page from Morrisons, up to 15% off Weetabix and Ready Brek via wholesalers, and discounted products plus an ordering platform from Magic Breakfast.
- A national expansion will add around 2,000 schools from April 2026, extending free breakfast provision to about half a million more children.
- Freedom of Information papers show Tesco and Kellanova discussed sponsorship with the DfE but did not submit offers, while tender terms say sponsors are unpaid, receive promotional rights and the DfE accepts no liability for sponsor performance.
- Ministers cite research that breakfast clubs can free up to 95 hours and save roughly £450 a year for families, as campaigners note 79 early adopter schools previously withdrew over funding concerns.