Amazon & Magic Breakfast

For 20 years Magic Breakfast has formed partnerships with schools to develop a best-practice model that goes well beyond food aid, targeting children at risk of hunger and ensuring they have access to a healthy and nutritious meal at the start of their day.


They are obviously incredibly proud of their recent achievements: showcasing our ability to deliver their model at scale through the National School Breakfast Programme; continuing to demonstrate the impact on classroom learning; transforming their infrastructure in response to the Covid-19 crisis; helping schools adapt to the new challenges in reaching children with breakfast during a pandemic; and raising their voice in the fight against UK child hunger.


As a consequence of Covid-19, the education gap between the most disadvantaged and wealthiest children has been exacerbated and the issue of child hunger, and its impact on morning learning, is more pressing than ever before. At Magic Breakfast they are not prepared to accept this, and so as part of their five-year plan we aim to reach as many children as possible by significantly expanding their support for schools in areas of high disadvantage. This will include providing a support lifeline for schools coming off the National School Breakfast Programme, to ensure they can continue their vital work in safeguarding hundreds of thousands of children against morning hunger.


How is an ambitious program like this delivered throughout a pandemic, step in Amazon’s Hemel Hempstead depot who took on the Magic Breakfast fulfillment from WK24 for 19 weeks until WK 42.

During this time 149,915 families received Magic Breakfast packs

Their peak week in LTN2 (Hemel Depot) came in WK31 when they processed 10,666 units.  They averaged 7,785 units per week, this has equated too:

387,537.3 Kg of beans

51,770.25 Kg of cereal

62,863.86 Kg of bagels or 739,575 individual bagels

295,830 litres of milk


Depot manager Mark Keeney said “We didn’t quite reach the moon with our mountain of bagels stacked on top of each other, we did ship a stack 37,927m long or 23.5 miles, nearly the length of the London marathon!”

Amazon has agreed to continue supporting the program at their cost into 2021.

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