Helping to start the day with breakfast

Singapore

KELLOGG'S is collaborating North East Community Development Council (CDC) in a breakfast programme. As part of the company's next-generation Kellogg's Better Days global commitment, the company will provide - over a 12-month period - 48,000 serves of cereal to more than 500 children living in the north-east district.

This comes as Singapore looks to ensure that children receive proper nutrition and nutritional education to inculcate good eating habits at a young age.

Breakfast has long been considered the most important meal of the day, and this is especially true for children. Despite studies showing the positive link between breakfast and cognitive and physical performance, parents and educators still find that many children skip the most important meal of the day or eat an inadequate breakfast.

Kellogg's believes that every child deserves to start the day with the power of breakfast. As many lifestyle habits that are acquired from a young age have a greater likelihood to follow through to adulthood, Kellogg's endeavours to give children a good start and a healthy foundation in life through the breakfast programme.

Kellogg's Better Days is a global purpose platform that aims to address the interconnected issue of well-being, food security and climate change to help end hunger and create Better Days for three billion people by the end of 2030.

The initiative will centre on nourishing people, feeding those in need, nurturing our planet, and living through the values of Kellogg's founder in philanthropy and conservation efforts.

Desmond Choo, Mayor of North East District, said: "Our partnership with Kellogg's signals the importance in providing a healthy and balanced diet through public education.

Importantly, this initiative to a pre-school centre signals the importance of good dietary habits in children and paves the way towards a healthier younger generation of tomorrow for Singapore."

Belinda Tumbers, managing director of Kellogg's, AMEA Snacks, said: "With Kellogg's Better Days, we are not only honouring our heritage in philanthropy and conservation, but also living our founder's values of advocating on behalf of children everywhere and engaging communities to help address the important issue of food security. At Kellogg's, we aspire to nourish families and children so that they can flourish and thrive. Through more grassroots collaborations in Singapore, we hope to educate both parents and children on the importance of proper nutrition for good health and encourage more to adopt healthy breakfast habits."