Draft:Magic Breakfast
| Submission declined on 24 October 2025 by Carolina2k22 (talk). This submission appears to read more like an advertisement than an entry in an encyclopedia. Encyclopedia articles need to be written from a neutral point of view, and should refer to a range of independent, reliable, published sources, not just to materials produced by the creator of the subject being discussed. This is important so that the article can meet Wikipedia's verifiability policy and the notability of the subject can be established. If you still feel that this subject is worthy of inclusion in Wikipedia, please rewrite your submission to comply with these policies.
Where to get help
How to improve a draft
You can also browse Wikipedia:Featured articles and Wikipedia:Good articles to find examples of Wikipedia's best writing on topics similar to your proposed article. Improving your odds of a speedy review To improve your odds of a faster review, tag your draft with relevant WikiProject tags using the button below. This will let reviewers know a new draft has been submitted in their area of interest. For instance, if you wrote about a female astronomer, you would want to add the Biography, Astronomy, and Women scientists tags. Editor resources
|  |
Magic Breakfast | |
 | |
| Founded | 2001 |
|---|---|
| Founder | Carmel McDonnell |
| Type | |
| Registration no. | |
Area served | England Scotland |
| Products | Breakfasts |
| Services | Education Research |
| Method | School breakfast clubs |
Chief Executive | Lindsey MacDonald |
| Employees | 94 |
| Volunteers | 380 |
| Website | magicbreakfast |
Magic Breakfast is a British charity established in 2001 that provides breakfasts and support to more than 300,000 schools in disadvantaged areas of England and Scotland.[1]. The organisation aims to ensure that children and young people have access to food at the start of the school day to support their ability to engage in learning[2].
In addition to service delivery, Magic Breakfast conducts research, policy advocacy, and campaigning activities focused on addressing child morning hunger and its wider societal benefits. The organisation works with policymakers and stakeholders to contribute to long-term solutions through evidence-based approaches[3].
Mission Statement and Charitable Status
[edit]Magic Breakfast has UK charitable status and is registered with the charity commission[4]. Their vision is that "No child or young person in the UK is too hungry to learn" and their mission is "To end morning hunger as a barrier to learning."
Organisation and Structure
[edit]Magic Breakfast delivers frontline support[5] by providing free, nutritious breakfasts to children and young people in schools across disadvantaged areas of England and Scotland. The charity partners with primary schools, secondary schools, alternative provision settings such as Pupil Referral Units (PRUs), and ASN/SEND schools] to ensure that pupils at risk of morning hunger receive food at the start of the school day.
Breakfast items such as cereals, bagels, and porridge are delivered directly to schools, where staff distribute them in a way that best suits their pupils’ needs—whether through breakfast clubs, classroom provision, or ‘grab-and-go’ in the playground models[6].
This service is designed to remove hunger as a barrier to learning, which has been proven to improve concentration, attendance, and behaviour in the classroom[7]. Magic Breakfast provides ongoing support to partner schools, offering guidance on best practices for breakfast provision and monitoring delivery to ensure effectiveness. The charity aims to work closely with school communities to ensure that the breakfast provision is accessible, inclusive, and responsive to the needs of the pupils served.
Research & Charity Impact
[edit]Magic Breakfast undertakes research to build the evidence base around the impact of school breakfast provision on educational outcomes, health, and wellbeing. Working in collaboration with academic institutions and policy experts such as the British Nutrition Foundation, who conducted a scientific review in 2023, of the importance of breakfast for health and educational outcomes[8].
Breakfast clubs have "been shown to boost children's reading, writing, and maths by an average of two months"[9] whilst a healthy breakfast can also help boost children's attainment by improving their memory and concentration[9].
The charity also gathers data, including an Annual Breakfast Survey, to assess the effectiveness of breakfast provision in improving pupil concentration, attendance, and attainment. Two key findings of this survey found in the academic year 2024/2025 that 93% of surveyed partner schools found that breakfast had a positive impact on concentration in class and 81% of schools found that it positively impacted educational attainment[10]. This evidence informs both the charity’s delivery model and its recommendations to policymakers, ensuring that interventions are grounded in robust findings.
Alongside its research efforts, Magic Breakfast engages in policy advocacy aimed at securing long-term solutions to child morning hunger in England and Scotland. The charity works with government departments, parliamentarians, and coalitions such as End Child Poverty across education and health sectors to influence policy development and resource allocation. Through submissions to consultations, briefings, and direct engagement with decision-makers, Magic Breakfast advocates for universal access to school breakfast provision as part of a broader strategy to reduce educational inequality.
History
[edit]Magic Breakfast was founded in 2001, by British author and campaigner Carmel McDonnell following research conducted for the book Change Activist, which explored the application of social activism principles to ethical business practices. During interviews with five headteachers in East London, it became clear that child hunger was a significant barrier to education, with reports of pupils arriving at school too hungry to concentrate.
In response, the charity’s founder began personally delivering food to schools each week, supplying items such as cereal, bread, and bagels. As demand for support grew, the founder re-mortgaged their home and took a sabbatical from work to expand the initiative. Profits from the book were used to fund the provision of school breakfasts, with early financial and operational support from publisher Pearson[11].
Despite having no prior experience in the charity sector, the founder’s business background helped shape a model that aligned corporate social responsibility with addressing child hunger. With pro bono support for project management, finance, and accounting, the charity developed its brand and website. Food deliveries evolved from personal drop-offs to supermarket home delivery to the complex fresh produce supply chain distribution of today.
Founder McDonnell has stated previously that breakfast was the main focus of the charity as the most important lessons were often taught in the morning which is why they focused on providing breakfasts at a cost to the charity of 22p each[12].
Campaigning
[edit]The organisation runs campaigns with individuals who have direct experience of morning hunger, as well as with supporters, policymakers, and partner organisations. These campaigns have an objective to help end child morning hunger as a barrier to education.
Magic Breakfast conducts and utilises research to inform its campaigns, influence policy, and raise public awareness of the issue. It collaborates with a range of stakeholders to advocate for systemic changes aimed at ensuring that all children have access to adequate nutrition at the start of the school day.
Some examples of previous Magic Breakfast campaigns:
[edit]Breakfast Powers Opportunity was a campaign to hold the UK government to account for the commitments made in their 2024 manifesto ‘Change’ and specifically the Children’s Wellbeing Bill, a policy introduced by Keir Starmer’s Labour Government that includes a provision for free school breakfast clubs in all English primary schools[13].
Breakfast Can’t Wait was a campaign to hold the Scottish Government to the commitment made in the SNP’s pre-election manifesto in 2021 to provide free school breakfasts to address morning hunger[14]. The recent announcement of the Bright Start Breakfasts[15] pilot marks a departure from previous unfulfilled commitments. To ensure long-term impact, the Breakfast Can’t Wait campaign aims that this pilot is followed by a comprehensive plan for the full implementation of universal free school breakfast provision across all primary and ASD schools in Scotland.
Celebrity Charity Supporters and Ambassadors
[edit]Magic Breakfast have in the past worked with a number of high-profile actors, actresses and other celebrities, including presenter and comedian James Cordon, chef Marcus Wareing, actors Michael Caine, Peter Capaldi and Will Poulter as well as actresses Sarah Hadland, Jacqueline Boatswain, and comedian Lucy Beaumont.
Charity ambassador and actor Will Poulter has said the following about the charity: “The work of Magic Breakfast is absolutely vital to supporting children in this country, where millions of students go to school hungry. With the growing rates of financial insecurity in the UK, the importance of the support provided by Magic Breakfast cannot be overstated. It’s an honour to support them in their efforts”[16].
Footballer Marcus Rashford has also previously partnered with the charity in order to distribute books from the Marcus Rashford Book Club, a partnership between himself and Macmillan Children's Books which aimed to help encourage more children to start reading[17]
References
[edit]- ^ MagicBreakfast (18 August 2025). "Making the Case for School Breakfasts" (PDF). Archived (PDF) from the original on 5 June 2024. Retrieved 18 August 2025.
- ^ MagicBreakfast (18 August 2025). "Where and how we work". Archived from the original on 10 February 2025. Retrieved 18 August 2025.
- ^ MagicBreakfast (18 August 2025). "Our research". Archived from the original on 25 June 2025. Retrieved 18 August 2025.
- ^ The Charity Commission (18 August 2025). "Charity Commission".
- ^ The Guardian (18 August 2025). "Why school breakfast clubs are on the education frontline". The Guardian. Archived from the original on 27 December 2024. Retrieved 18 August 2025.
- ^ The Guardian (18 August 2025). "'A full tummy means pupils can concentrate.' But is Labour's school breakfast plan bold enough?". The Guardian. Archived from the original on 4 March 2025. Retrieved 21 August 2025.
- ^ EducationEndowmentFoundation (18 August 2025). "Magic Breakfast – trial". Archived from the original on 8 July 2025. Retrieved 18 August 2025.
- ^ MagicBreakfast (18 August 2025). "Rise and Shine: How breakfast impacts children and young people". Archived from the original on 8 July 2025. Retrieved 18 August 2025.
- ^ a b Department for Education (21 August 2025). "Free breakfast club roll out: everything you need to know". Archived from the original on 21 July 2025. Retrieved 21 August 2025. Cite error: The named reference "EducationHub" was defined multiple times with different content (see the help page).
- ^ MagicBreakfast (18 August 2025). "Making Mornings Matter". Archived from the original on 22 July 2025. Retrieved 20 August 2025.
- ^ MagicBreakfast (18 August 2025). "Our Founder: Carmel McConnell MBE". Archived from the original on 19 April 2025. Retrieved 18 August 2025.
- ^ BBC (21 August 2025). "Magic Breakfast founder Carmel McConnell made MBE". BBC News. Archived from the original on 23 April 2025. Retrieved 21 August 2025.
- ^ MagicBreakfast (18 August 2025). "Breakfast Powers Opportunity". Archived from the original on 25 June 2025. Retrieved 22 July 2025.
- ^ MagicBreakfast (18 August 2025). "Breakfast Can't Wait". Archived from the original on 16 May 2025. Retrieved 18 August 2025.
- ^ InspiringScotland (18 August 2025). "Bright Start Breakfasts fund".
- ^ MagicBreakfast (18 August 2025). "Celebrity Supporters". Archived from the original on 19 July 2025. Retrieved 18 August 2025.
- ^ BBC (21 August 2025). "Marcus Rashford launches book club for disadvantaged children". Archived from the original on 27 April 2025. Retrieved 21 August 2025.