Morrisons is making a major change in its cafes over the Easter school holidays by offering customers a free breakfast by request.

The supermarket says a whole family can get a free bowl of cereal and a portion of fruit in 396 of its cafes nationwide when they ask for a ‘Kellogg’s breakfast’. Both children and adults can choose from a selection of cereals including Corn Flakes, Rice Krispies or Coco Pops, which normally cost around £4.25 for a 660g box with a More card, and top them off with a choice of dairy or non-dairy milk. Diners can also pick up a free portion of fruit in addition to their cereal, with the option of either a banana, apple or orange. The ‘Kellogg’s Breakfast’ offer will only be available for a limited time, from Monday, April 7, until Sunday, April 27, while stocks last.

Morrisons said it has launched the freebie to provide a cost-effective way to keep children fed during the Easter holidays, when any parents will be feeling the financial squeeze due to the absence of school breakfast clubs.

New research commissioned by Kellogg’s has found that almost two thirds (61%) of UK parents admit their food budget is stretched during the school holidays, with a further two in five (42%) feeling anxious about keeping their children fed. 

More than half (53%) of parents said they would be interested in using breakfast clubs outside of term time, with nearly two thirds (63%) of teachers agree that more needs to be done to support parents during school holidays.

This is the third year of the popular breakfast club partnership between Kellogg’s and Morrisons with 22,000 bowls of cereal being redeemed by customers to date. The initiative serves as an extension of the school breakfast club programme that Kellogg’s has supported in the UK since 1998. 

Chris Strong, Morrisons Café Senior Buying Manager, said: “The breakfast club partnership with Kellogg’s has proved incredibly popular with our customers and we are delighted to bring it back for a third year. We have helped many families across the UK since it was first introduced and will continue to do so during schools’ Easter holidays.”

As well as the “Kellogg’s Breakfast”, Morrisons customers can also claim a free kids’ meal in its cafes through its Kids Eat Free promotion. One kids’ meal can be redeemed for free with any adult main meal. This offer is available every day, seven days a week for any child aged under 16 in Morrisons Cafés nationwide. 

Chris Silcock, Managing Director, Kellogg’s added: “We have been supporting school breakfast clubs for over 27 years now, but we know that there is a need for more support outside of term time. Our research shows that it’s a source of worry for parents. 

“The Kellogg’s Breakfast programme with Morrisons extends this much needed support for families over the Easter holidays and we’re delighted to partner with them to narrow the holiday hunger gap as much as we can.”