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Food maker dishes out $1M for children's breakfasts

June 5, 2014
TAGS Kellogg
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Frosted Mini-Wheats is a staple of the cereal lineup by Battle Creek-based Kellogg. Photo via fb.com

Breakfast has long been hailed as the most important meal of the day, but many children start their day without a full belly.

Breakfast programs

Battle Creek-based Kellogg Company, the world’s leading cereal company, said last month that its Kellogg Company Fund is committing $1 million in grants to increase the participation in breakfast programs at schools throughout the U.S. during the 2014-15 academic year.

The grants are part of Breakfasts for Better Days, Kellogg’s global signature cause with a goal to provide 1 billion servings of cereal and snacks — more than half being breakfasts — to children and families in need around the world by the end of 2016.

A key tenet of the initiative is supporting breakfast programs globally.

Grants will be provided to Action for Healthy Kids, Share Our Strength and Food Research & Action Center, organizations committed to providing important resources to help schools grow participation in federal school breakfast programs.

Schools will use the grants to purchase equipment and cover other program costs to help more children start the day with a nutritious breakfast.

A healthy start

Kellogg said data shows that breakfast can help kick-start metabolism, energy and focus for learning and set children up for the day ahead.

The company pointed out that adding a cup of milk to a bowl of cereal provides 10 important nutrients needed for growth and “may provide four of the nutrients Americans are missing most: calcium, potassium, vitamin D and fiber.”

"Like many parents, I'm startled and saddened by the reality that so many children start their day without the nutrition they need to succeed," said Kris Charles, vice president, global communications and philanthropy, Kellogg. "And I'm proud to work for a company that can help reverse this trend."

Kellogg has partnered with researchers throughout the world, sponsoring breakfast nutrition studies as part of its commitment to advance nutrition science and research through publications and participation in national and international conferences, such as Experimental Biology.

"This research is critical to help Kellogg, health professionals and consumers better understand the power of breakfast and the many benefits of cereal," said Lisa Sanders, director of global nutrition and scientific affairs, Kellogg.

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