Magic Breakfast

The Big Give Challenge 2020 – Magic Breakfast

Our aim is to alleviate child hunger in the morning (which has a significant impact on educational attainment) through the provision of healthy breakfasts to children in disadvantaged areas across England and Scotland. The funds raised will be spent on our breakfast provision in London.

history Campaign has now closed

It ran from 12:00 PM, 1 December 2020 to 12:00 PM, 8 December 2020

Registered Charity in England and Wales (1102510)

Check mark Match funded

Campaign target


Amount raised




Championed by The Childhood Trust


  • Education/Training/EmploymentEducation/Training/Employment
  • Health/WellbeingHealth/Wellbeing
  • Poverty Alleviation/ReliefPoverty Alleviation/Relief


  • Children (3-18)Children (3-18)


United Kingdom


The issue of child poverty and hunger is particularly evident in London, which has the highest poverty rate in the UK. Today, 700,000 children in London live in relative poverty, which is more than in Scotland and Wales combined. As the UK’s largest school breakfast network, we have the necessary experience to support schools in implementing our breakfast programme, in order to combat child hunger. We currently operate in 480 schools across the UK, 180 of which are located in London.


Through food aid, with the provision of healthy breakfasts to schools where children arrive too hungry to learn; • through building capacity within the school communities we work with, to ensure that every child in need of a breakfast has access to one, and to ensure the long-term sustainability of the breakfast provision within each of our partner schools • by making the case for change we campaign for sustainable long-term funding to support school breakfasts in the most deprived areas

  • On Friday I sent two brothers home with several bagels, beans, juice, a box of cereal and a couple of other items. Their Mum's thanks and gratitude warmed and broke my heart all at once. Please pass my thanks onto the rest of your team as you’re helping so so many families like this."

    — School Staff

  • I just wanted to pass on a huge thank you to all at Magic Breakfast for continuing to support our vulnerable children during these challenging times. We have received some lovely feedback from parents and the children. One young man was thrilled to get his favourite bagels and juice delivered home.

    — School Staff