According to a 2015 report by Food and Agriculture Organization of the United Nations, India is home to nearly 195 million undernourished people. This represents more than 15 percent of the country’s population. “The State of Food Insecurity in the World” report further says that higher economic growth in India has not been fully translated into higher or better food consumption.
With a focus on this critical need, Kellogg India launched its innovative Breakfast Pledge in September 2015. The initiative called upon people through social media and other touch points to take a pledge to eat breakfast every day; with every pledge Kellogg’s would gift a breakfast to a school child. Kellogg’s kick-started the campaign called “Feeding Dreams” with the reigning world champion in Badminton from India, Saina Nehwal, as its brand ambassador.
Kellogg’s Breakfast Pledge van traveled across major metro cities in India, educating people about the Power of Breakfast and taking breakfast pledges. While the target for this year was to gift one million breakfasts to school children, the campaign has received an overwhelming response across all cities and has reached a two million mark.
Sangeeta Pendurkar, Managing Director, Kellogg India, said that the Breakfast Pledge is a shining example of how businesses can make a difference in the local communities in which they operate. Kellogg India’s commitment to this program is deep rooted and it hopes to spread awareness about the importance of a balanced breakfast among Indians, to ensure that families are nourished and can flourish and thrive.
The company has already started acting upon the pledge to school children and more than 42,000 breakfasts have already been gifted so far. Globally, Kellogg’s is providing one billion servings of cereal and snack – more than half of which are breakfasts – to children and families in need worldwide by the end of 2016 through its Breakfast for Better Days initiative.
Source: Financial Express
Image Credit: Flickr via Akshayapatra
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