Business Charity Awards: Charity Partnership, Consumer Goods, Food & Beverage – Heinz with Magic Breakfast

For an outstanding partnership between a company in the consumer goods or food and beverage sectors and a UK charity

What is the partnership? 

The partnership between Heinz and Magic Breakfast launched in 2019, with Heinz donating No Added Sugar Beanz to 100 schools, covering all delivery costs and overheads.

Even before the pandemic, 1.8 million school children in the UK were at risk of morning hunger. Magic Breakfast feeds more than 167,000 disadvantaged children, setting them up for a day’s learning. 

What did the company do? 

Heinz wanted to go beyond monetary or product donations and commit to driving real impact.

The organisation launched Silence the Rumble – a high-profile consumer-facing campaign intended to raise awareness of the child hunger crisis, while also encouraging donations to Magic Breakfast.

Heinz employees are also mentoring Magic Breakfast employees, and Heinz has piloted a reading programme to support children's literacy skills at Magic Breakfast schools in London.

Why did it win?  

The partnership has reached 101,000 children at 100 schools and delivered a further 12 million breakfasts following school closures. Silence the Rumble has both raised awareness and secured £80,000 for Magic Breakfast.

Research carried out by Heinz, Magic Breakfast and Pro Bono Economics enabled the charity to further its political campaigning work, by showing that providing disadvantaged schoolchildren with a year's supply of school breakfast generates economic benefits of more than £9,000 per child.

What did the judges say? 

The judges praised the programme’s “staggering” impact and “amazing and commendable” sustainability and reach. “A true force for good,” said one judge.


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