Wellcome and Foodlink Foundation join hands for HK$2m breakfast giveaway

DFI Retail Group's Wellcome has partnered with local charity Foodlink Foundation to give away 100,000 breakfast vouchers to students in need as part of the new “Breakfast buddies” community programme.

This comes after Wellcome and Foodlink conducted a survey on the breakfast habits of Hong Kong students. The findings revealed that nearly 40% of the surveyed students do not eat breakfast daily, while 30% of students have nutritionally inadequate breakfasts.

As for those who do not eat breakfast, most of the students surveyed (16%) reported that they cannot afford nutritious breakfasts that are more expensive, and that they were too rushed in the morning which makes it hard to prepare breakfast. This reflects the cost of breakfasts significantly impacts students' breakfast habits. Additionally, 60% of the surveyed students expressed a desire for a nutritious breakfast, and nearly 40% believe that discounts offered by businesses could help encourage their breakfast-eating habits.

In response to this, Wellcome, following its ‘Sik jor fan mei’ initiative, is launching the ‘Breakfast buddies’ community programme. For a year starting from 27 April, the programme will distribute 100,000 breakfast vouchers to students in need from primary one to secondary six across various districts through Foodlink Foundation, to provide them with nutritious breakfast food items. This aims to let students start their day with sufficient energy and nutrients, and to fuel their daily learning and growth.

As part of the initiative, students can use the vouchers to redeem four nutritious breakfast food items at all Wellcome stores, including eggs, milk, oats, and apples. The programme is expected to provide 280,000 apples, 160,000 boxes of eggs, 40,000 packs of 200g oats, and 16,000 one-litre cartons of milk in the first year of its launch, totalling a retail value of over HK$2 million.

The programme was officially launched on 27 April, in conjunction with the Wellcome family run event. During the ceremony, 100 local students were invited to participate in the programme launch event; while volunteers from Wellcome distributed gift bags and breakfast vouchers to participants on the day. Cantopop singer Jay Fung as Wellcome's ambassador was invited to attend and sing at the launch of ‘Breakfast Buddies’.

Darren Chan, managing director, food, Hong Kong & Macau of DFI Retail Group said, "Having breakfast may sound simple, but there are still many students in Hong Kong who, for various reasons, do not have the habit of having breakfast daily, cannot afford a nutritious one. Wellcome always cares about the community. We hope that through the ‘Breakfast buddies’ community programme, we can offer students nutritious breakfast options, so that they will have sufficient energy and nutrition to grow, to learn and to become future talents.”

Aurea Yung, head of operations of Foodlink Foundation, said, "Since the establishment of the foundation, we have been committed to serving underprivileged students in various districts. We found that not every student eats breakfast before school, and that some underprivileged children cannot afford breakfast due to their family's financial condition or simply do not understand the importance of getting breakfast – the situation is worrying. Students who do not eat breakfast lack nutrition, which affects their growth and attention span in the long run. Foodlink has been a long-time charitable partner of Wellcome, and we are very grateful for Wellcome's continuous care for the vulnerable groups in our community. We hope that through this programme, we can help more underprivileged children and take care of their needs."

Registered dietitian Sally Poon suggested, “Breakfast is essential for children’s healthy development, as it not only provides energy but also helps to improve concentration and academic performance. Some children consume insufficient dairy products, leading to calcium intake below the recommended levels, which may negatively affect their bone density and dental health. An ideal breakfast should include high-fibre carbohydrates such as oats and apples to promote gut health and stabilise blood sugar levels, along with high-protein foods such as eggs and low-fat milk to provide protein and calcium, supporting the healthy development of bones, teeth, and muscles.”

MARKETING-INTERACTIVE has reached out to Wellcome for more information. 

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