Fuel 4 Kids wins national acclaim

The Fuel 4 Kids, which launched in September 2008, has won the Local Authority award in this year's National Breakfast Club Plus Awards, run by ContinYou and supported by Kellogg's. The award recognises the North Tyneside Council initiative as the best national Local Authority scheme to promote and support breakfast club sessions across its area. The scheme provides every primary aged child in the borough with the right foods to help them be at their best for learning. Pupils are given a free healthy breakfast of cereal, toast, fruit juice, milk and fresh fruit before school, and also offered mid-morning milk and an afternoon fresh fruit or vegetable snack. Bruce Learner, community and social responsibility manager at Kellogg's, commented on the achievement: "Kellogg's and ContinYou have been promoting the development of breakfast clubs for over 10 years. We've learned that breakfast clubs work best when they are backed by a strong and enthusiastic local authority. North Tyneside's decision to ensure that every child has access to a breakfast club is simply outstanding." The campaign has been spearheaded by North Tyneside elected mayor John Harrison, and has at its core the mayor's vision of supporting and improving the health, wellbeing and achievement of the borough's young people by providing access to nutritious food in schools. Harrison explained: "This is fantastic news. We always knew that breakfast is the most important meal of the day and that is why we have been bold in pioneering this scheme, to ensure that all of our primary school children reap the benefits of breakfast. We're delighted that our efforts have now received national acclaim, and that North Tyneside has been recognised as a national leader in this area."