Over 500 Punggol preschool children in Singapore get free Kellogg's cereal for 1 year

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There are further plans to roll out this breakfast programme to other PCF Sparkletots preschools in Singapore.

We’ve all heard of the saying that breakfast is the most important meal of the day. And as parents with young children, we know the struggle. Getting them to sit down properly for breakfast is an ordeal because they’re in a rush to get to school, or simply lack the appetite, amongst other reasons. 

In fact, in Singapore, a considerable percentage of children (12.3%), between 6 – 12 years old skip breakfast. And it is found that the number of students who do so increase with age (specifically those between 13-17 years old)! 

Skipping Breakfast Dangers: It Holds Link To Childhood Obesity

But what does it do to them in the long run? It makes them tired, irritable and unable to concentrate in school. A study from the U.S. National Library of Medicine has also shown that skipping breakfast is linked to an increased risk of childhood obesity. 

This information is also supported by Ms Alice Hou, Nutrition Manager of Kellogg Asia Pacific who said: “breakfast skippers are more likely to eat foods that are not nutrient dense, eat fewer fruits and vegetables, exercise little, and are more likely to have a higher body mass index (BMI).” [2,3,4]

These only highlight one thing: that we still have a long way to go for nutrition education, which is especially important from a young age. And parents have to work together with schools to tackle this.

Kelloggs Better Days Initiative Brought To Singapore To Encourage Good Eating Habits

Over 500 Punggol preschool children in Singapore get free Kellogg's cereal for 1 year

Skipping breakfast dangers: Kelloggs Better Days breakfast programme aims to tackle the issue and encourage healthy eating habits in children and parents.

Over 500 Punggol preschool children in Singapore get free Kellogg's cereal for 1 year

On July 20th 2019, at PCF Sparkletots @ Punggol North, over 300 families and young children attended the launch event of Kellogg’s® Better Days. As part of their breakfast programme, they were served Kellogg’s cereal and Dutch Lady milk.

The event was graced by Mr. Desmond Choo, Mayor of North East District and Mrs. Belinda Tumbers, Managing Director of Kellogg’s, AMEA Snacks.

Over 500 Punggol preschool children in Singapore get free Kellogg's cereal for 1 year

Mr. Desmond Choo, Mayor of North East District and Mrs. Belinda Tumbers, Managing Director of Kellogg’s, AMEA Snacks, who shared their insights of having an adequate breakfast during the launch.

As part of a collaboration with the North East Community Development Council (CDC), the Kelloggs Better Days breakfast programme aims to help parents and children understand the power of breakfast, and inculcate a healthy lifestyle habit from young.

Over 48,000 serves of cereal will be provided to 500 children and more in PCF Sparkletots @ Punggol North for the next 12 months.

skipping breakfast dangers

Skipping breakfast dangers are prevalent in kids. Children and adults who eat breakfast get more fibre, calcium, vitamins A and C, zinc, riboflavin, and iron. 1.

Over 500 Punggol preschool children in Singapore get free Kellogg's cereal for 1 year

To tackle skipping breakfast dangers: The Better Days Programme highlights included a children’s performance featuring breakfast foods, a nutritional talk by Ms Alice Hou, Nutrition Manager, Kellogg’s AMEA.

These efforts are in line with Kellogg’s next-generation global commitment, to address the interconnected issue of wellbeing, food security and climate change to help end hunger and create Better Days for 3 billion people by the end of 2030.

What is offered as part of Kelloggs Better Days Breakfast Programme?

The Better Days initiative signals the importance of good dietary habits in children and paves the way towards a healthier younger generation of tomorrow for Singapore.

Besides, it is more than just having breakfast, but making sure that children have a healthy and adequate breakfast. 

As part of the breakfast programme, Kellogg’s will be providing a mixture of cereal types under the Kellogg Company brand for pre-schoolers. These include: Kellogg’s Cornflakes, Rice Krispies Cereal, and more.

skipping breakfast dangers

One serving of either cereals contains about 3g of sugar.

Preschool children from PCF Sparkletots @ Punggol North will be provided with Kellogg’s cereal that contains carbohydrates from grains—a source of energy for children’s physical and mental development.

If you’re looking at cutting down your child’s binge eating, it greatly helps when you introduce high-fibre cereals and whole-grain products in his/her breakfast.

Furthermore, Kellogg’s cereal is fortified with nutrients such as vitamins A, B, C, iron, and folic acid which are essential for the brain and body’s growth and development. 

Sounds too good to be true? Research has also shown that having a nutritious breakfast also helps to enhance engagement and productivity in the classroom, thus improving cognitive functions and educational outcomes. 

More reasons NOT to skip breakfast, for both you and your child!

Further Plans To Roll Out Breakfast Programme To More PCF Sparkletots Preschools

skipping breakfast dangers

It is said that Kellogg’s is currently in talks with PCF Sparkletots @ Marsiling to provide breakfast and nutritional education to underprivileged students. 

“Through more grassroots collaborations in Singapore, we hope to educate both parents and children on the importance of proper nutrition for good health and encourage more to adopt healthy breakfast habits,” said Mrs Belinda Tumbers, Managing Director of Kellogg’s, AMEA Snacks.

All responses are attributed to Ms Alice Hou, Nutrition Manager, Kellogg Asia Pacific. 


US National Library of Medicine, National Institutes of Health

1. Rampersaud GC, Pereira MA, Girard BL, Adams J, Metzl JD. Breakfast habits, nutritional
status, body weight, and academic performance in children and adolescents. J Am Diet Assoc.

2. Cohen B, Evers S, Manske S, et al. Smoking, physical activity and breakfast consumption
among secondary school students in a Southwestern Ontario community. Can J Pub Health.

3. Sjoberg A, Hallberg L, Hoglund D, Hulthen L. Meal pattern, food choice, nutrient intake and
lifestyle factors in the Göteborg Adolescence Study. Eur J Clin Nutr. 2003;57:1569-1578.

4. Utter J, Scragg R, Mhurchu CN, Schaaf D. At-home breakfast consumption among New
Zealand children: associations with Body Mass Index and related nutrition behaviors. J Am
Diet Assoc. 2007;107:570-576.

Other stories you may be interested in:

Food Colouring: What Is It And How To Avoid It

The Benefits of eating (the right kind of) breakfast

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Written by

Jia Ling

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