Kellogg India recently completed the Kellogg's Breakfast Pledge initiative that was kick started in January, 2014 by gifting 400,000 breakfasts to school children across the country.
This was successfully culminated by partnering with United Way of Mumbai (UWM).
400,000 Indians together pledged their support and the company delivered on its commitment, by gifting 400,000 breakfasts to children in the cities of Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Kolkata.
The breakfast consisted of a pack of Kellogg's Anaaj Ka Naashta and milk along with a bowl and spoon. Reinforcing this exercise, an educational module on the importance of breakfast was also included to highlight the ill-effects of meal skipping and inadequate food intake particularly at breakfast time.
Jayanti Shukla, executive director, United Way of Mumbai (UWM), says, "This initiative also helped them appreciate the significance of starting the day on a healthy note with a nourishing breakfast. We have seen a significant creation of awareness amongst children in schools across India and hope this initiative will go a long way in helping Indians understand the importance of a nutritionally adequate breakfast."
In 2013, Kellogg India supported the 'India Breakfast Habits Study' which showed that 1 in 4 Indians claim to skip breakfast and a whopping 72 per cent have a nutritionally inadequate breakfast.
Post this revelation, Kelloggs embarked on the Power of Breakfast Initiative with the intent of spreading the awareness about the importance of breakfast among Indians.
In India, Kellogg is primarily focused on educating the Indian consumers about the importance of breakfast cereal by driving the 'goodness of cereal' agenda. Kellogg is known for its flagship brand Kellogg's Corn Flakes with its range of five variants positioned to all members of the family.