Weetabix Food Company has announced that it has redistributed the equivalent of 25 million Weetabix breakfasts to charities and community groups across the UK since 2014, marking a major milestone in its efforts to tackle food insecurity.
The cereal manufacturer has worked with food redistribution charity Felix, formerly known as FareShare, for more than a decade to ensure surplus cereal reaches people in need rather than going to waste. The partnership has supported more than 8,000 charities and community organisations across the UK.
The company said the milestone comes as millions of households continue to face financial pressures, with an estimated 4.5 million children in the UK living in poverty.
Weetabix is also supporting Felix's annual Fueling Fuller Lives summer campaign, which aims to help families during the school holidays when food and childcare costs typically increase. The initiative seeks to ensure children have access to breakfast during periods when they are unable to rely on school meals.
Each year, Weetabix donates a range of cereal products to schools, food banks, community hubs and local charities. The company's employees also volunteer with Felix, helping to sort, pack and distribute surplus food.
In 2025 alone, Weetabix provided the equivalent of 2.1 million breakfasts through Felix, reaching almost 3,000 charities and community groups, including schools, youth clubs, mental health charities, refugee support organisations and services for older people.
The company said its efforts to reduce food waste have also helped increase donations. In July 2025, Weetabix extended the best-before dates across its product range, enabling more surplus stock to be redistributed to communities rather than discarded.
Francesca Theokli, marketing and NPD director at Weetabix Food Company, said: "At Weetabix, our mission is to 'ready the nation with nutritious goodness, made the right way'.
"Reaching 25 million breakfasts is a proud milestone for us, but what matters most is the difference this makes to communities across the UK. We're hugely grateful to Felix and our Weetabix colleagues who volunteer their time to help ensure food reaches those who need it most."
Nicole Sanchez-Castillo, head of food partnerships at Felix, welcomed the achievement.
"We are enormously grateful to the team at Weetabix for their continued support for Felix," she said.
"We are delighted that with their support we have been able to deliver the equivalent of over 25 million breakfast servings."