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New school breakfast scheme receives funding from Amazon

12/12/2016 Kelly

A school breakfast scheme is to receive funding support from online retail giant Amazon, which could help to provide around 700,000 school breakfasts in the current academic year.

Amazon is partnering with Magic Breakfast to deliver food to 57 schools near its headquarters and warehouses across the UK, with more than 3,800 children set to benefit from this investment, reports the Huffington Post.

The initiative will be funded through Amazon's community programme, which is dedicated to helping children develop essential skills that will allow them to excel in a digital age. Other brands that already support the Magic Breakfast programme include Quaker Oats, Tropicana and Bagel Nash.

Magic Breakfast is a charitable initiative that currently provides food for 31,000 children each day. Its growing popularity means that around 300 schools are on its waiting list at present.

School breakfast clubs are increasingly being seen as a positive step not only for health and wellbeing among school students, but also in terms of academic attainment. A recent study from the Education Endowment Foundation found that Magic Breakfast's service can help primary school students to improve their results.

Year 2 students attending schools with breakfast club schemes made two additional months' progress in reading, writing and maths compared with a similar group whose schools did not offer breakfast, with behaviour and concentration levels also improving. Moreover, outcomes were shown to be enhanced for all children at the schools offering them - not just the individuals who actually attended the breakfast sessions. 

Doug Gurr, UK country manager at Amazon, said: "A good primary education plays such an important role in helping kids build the skills and confidence they need to succeed in today's increasingly high-skilled economy.

"Every child, regardless of background, should get an equal chance to excel at school, and we should not allow hunger to be a barrier to getting a great education."

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