Kellogg's makes food banks donation
Cereals giant Kellogg's has pledged to provide one of the UK's biggest food banks with 15 million breakfasts and snacks.
The donation to the Trussell Trust will help the charity meet growing demand from thousands of families experiencing food poverty, the company said.
Kellogg's said its decision was inspired by a report from the Centre for Economics and Business Research (CEBR) which found that the UK's average household food bill will rocket by £357 by 2017.
Money troubles caused by job losses, rising food prices and benefits changes have led to people spending more on food but eating less and turning to food banks as they struggle to feed themselves and their families, a Kellogg's spokesman said.
The report found that at least 4.7 million people in the UK could be described as being in food poverty - having no choice but to spend 10% or more of their household income on food and making bad nutritional choices.
Kellogg's said it will provide the Trussell Trust with 15 million breakfasts and snacks for people in need by the end of 2016.
Jonathan Myers, managing director of Kellogg's UK and Republic of Ireland, said: "A huge change needs to take place to tackle food poverty and the food industry can play a crucial part by donating more surplus food. Kellogg's is continuing its work to set up and support more breakfast clubs in vulnerable areas of the country as well as donating food to food banks across the UK."
The Trussell Trust estimates that more than 280,000 people will use its food banks in 2012/13. The charity's chairman, Chris Mould, said: "The research reflects what Trussell Trust food banks are experiencing on the ground: every day we're meeting mothers who are skipping meals to feed their children, or people forced to choose between paying the bills or buying food.
"We've been working hard to provide nutritionally balanced emergency food to people in crisis and are delighted that Kellogg's are partnering with us to help stop UK hunger."
Kellogg's is also supporting a call in the CEBR report for the Government to measure and monitor food poverty in a similar way to how it monitors fuel poverty.