Warburtons is partnering with Morrisons to give away crumpets to families during the school summer holidays.
Adults and children can ‘Ask for Ellen’ in any of Morrisons’ 398 cafés to receive two toasted crumpets with butter and jam for free from 17 July to 13 August. The initiative is named after Warburtons’ founder Ellen Warburton.
A survey of 1,000 parents of school-aged children, commissioned by The Warburtons Foundation, found that 64% of parents are worried about the increased costs of their child being at home for the summer.
Launched by Warburtons in 2022, the Warburtons Foundation groups together the baker’s community activities and aims to support families across the UK who are facing challenges by providing food education, product donations and community initiatives.
The survey also found that parents think the six-week school holidays will cost them almost £200 extra due to childcare and family activities, and 71% expect to buy more snacks than normal.
Warburtons and Morrisons have said they hope the scheme will alleviate some of the pressure on parents and support families during the summer holidays, including those who are feeling the absence of free school meals and breakfast clubs.
“While the summer holidays offer a chance for families to enjoy time together, we know that the reality can be very different for many families,” said Warburtons chairman Jonathan Warburton.
“As the cost-of-living crisis continues to put pressure on household budgets we wanted to offer a little to support to families through the holidays.”
The Warburtons Foundation made its one millionth product donation last year and has committed to making 1.25 million product donations this year. The foundation’s product donation programme sits alongside community initiatives such as ‘Bake the Most of Life’ which tackles the gap in food education, a community financial giving programme, and farm visits in partnership with British Farmers and The Country Trust.
The Ask for Ellen initiative follows on from Morrisons’ Ask for Henry scheme in which the retailer partnered with Heinz to give away a free jacket potato and beans in its cafés.
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