STORY: New York Bakery Co will donate 500,000 bagels to help fight child morning hunger in the UK

The UK’s number one bagel brand, New York Bakery Co., is donating half a million bagels to join Magic Breakfast in the urgent fight against child morning hunger.

In partnership with Magic Breakfast, a total of 500,000 authentic New York style bagels will be sent to children who are most at risk of starting their day hungry.

Without a healthy, filling breakfast, a child’s ability to learn is significantly reduced, which in turn can have a devastating long-term impact on their future.

The move to announce Magic Breakfast as New York Bakery’s key charity partner from 2021 onwards is about stepping up its renewed commitment from New York Bakery Co. to support local communities in need across the UK. 

The new brightly coloured, magic-themed New York Bakery Co. ‘Magical’ Bagel packs are exclusive to Magic Breakfast.

Magic Breakfast works with over 1,000 partner schools in disadvantaged areas of the country, providing nutritious food to around 170,000 children each school day.

The charity is using its 20th anniversary year to highlight the scale of need and the proven effectiveness of the Magic Breakfast model, as well as calling for urgency in solving the issue for good.

Christina Honigfort, Head of Marketing at New York Bakery Co., said: “We know the importance of breakfast for children and are passionately committed to helping Magic Breakfast reach more children at risk of hunger. That’s why we’re donating 500,000 ‘Magical’ Bagels to those who need them most.

Up to 4 pupils in every class of 30 are at risk of starting their school day hungry, with the past year having an even more devastating impact. This is a challenge that must be met and everyone at New York Bakery Co. is fully committed to playing their part through donating, raising awareness of the cause and inspiring others to join us in the fight too.  No child should ever be too hungry to learn!”

Emily Wilkie, Head of Fundraising at Magic Breakfast, added: “As many as 1.7 million children are at risk of hunger in the UK and we need to act now. As a long-time breakfast favourite, we are delighted to welcome New York Bakery Co. as a partner and to offer their new ‘Magical’ Bagels exclusively to the schoolchildren we support. The effects and benefits of a healthy breakfast truly are magical and can be life-changing and we’re very thankful to New York Bakery Co. for helping us to ensure no child starts their day too hungry to learn.”

The partnership will be supported by a dedicated #MakeMorningsMagic campaign spanning PR and social media. Chef and food writer, Gizzi Erskine, is backing the campaign to help raise awareness and provide breakfast-time inspiration to families via new ‘Magical’ bagel-based serving suggestions.

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