Parents are concerned about the quality of their children’s school breakfasts saying that they often fall short of providing the essential nutrients needed for a healthy and productive start to the day, according to new research.
Despite 78% of parents admitting it is the most important meal of the day, eight in 10 worry their children are not getting a nutritional breakfast, according to the study from British Berry Growers (BBG), the industry body representing 95 percent of berries sold in the UK.
The survey also found that 56% of parents do not think the government is doing enough to support healthy eating choices.
British Berry Growers today launches the new National Children’s Breakfast Charter, written in partnership with leading nutritionist Rhiannon Lambert BSc MSc.
The Charter follows the government’s roll-out of a school breakfast pilot in April, which saw 750 schools provide free daily breakfast clubs, and the recent extension of free school meals programme. All children in families that receive Universal Credit will now be eligible for free school meals.
The Charter calls on the government to refine current guidelines and mandate a minimum level of nutritional quality for free school meals – especially breakfasts.
It comes after the research found two thirds (68%) of parents support government action to provide healthy, free school meals for all children, but an overwhelming majority (96%) say they believe the government should do more to ensure children are given more fruit during school breakfasts.
British Berry Grower’s chairman, Nick Marston, said: “School breakfasts are a critical safety net for young people, especially in more deprived areas. But the breakfasts offered should be nutrient-rich and include fresh produce like berries.
“We support the government funding contribution for breakfast clubs, and their efforts to expand the free school meals programme. We urge further expansion and the use of minimum levels of nutritional quality to ensure children are getting the healthy food they need and deserve – especially at breakfast.
“At British Berry Growers, we’re committed to being part of the solution. But we know real change requires all of us: government, schools, industry, and families working together. Our hope is that the Charter sparks dialogue, drives action, and helps every child start their day with the energy and nourishment they deserve.”
The research also found that, regardless of eating at home or in school, children typically fall short of the target five-a-day fruit and vegetable recommendation on four or more days each week.
The parents polled also admit their children are also missing breakfast nearly seven times a month on average, while nine in 10 parents say they worry about the amount of sugar their children consume in their diet (88%).
Rhiannon Lambert commented: “Breakfast is widely acknowledged as a critical part of a healthy diet, yet it remains one of the most frequently overlooked meals, particularly among children and adolescents.
“A nutritious breakfast sets the tone for the day, yet too many children in the UK are missing out. Improving breakfast habits isn’t solely a matter of individual choice; it requires coordinated action across government, education, industry, and the home environment. We need to raise the breakfast bar, together.”
Professor Kevin Morgan from Cardiff University, who has spent 20 years studying the impact of good food, and assessing policies which seek to develop a fair, healthy and sustainable food system, commented: “We want the best school food on offer in the UK to give our children the healthiest start to life. Every child should be offered a nutritious meal – it’s no good universalising poor quality food.
“If the government could mandate a minimum nutritional standard for school meals, including breakfast, this would be a positive step forward for society. Initiatives like the National Children’s Breakfast Charter are key in driving momentum around school food provision. But while persuading political elites to take food system reform seriously is vital, it is only the beginning of a process that needs to involve everyone in the food chain, from farm to fork, if the UK is to create a more sustainable food system.”
Ben Dunn, Head of Impact & Insights, Magic Breakfast said: “A school breakfast is a positive in so many ways. Primarily it ensures that no pupil starts school too hungry to learn, but also, so much more. Classmates can enjoy time together to socialise and form friendships, families are better supported around the morning rush, whilst teachers and schools frequently report that pupils who have eaten are better prepared to start the school day.”
British Berry Growers is urging people to write to their MPs to encourage them to support the National Children’s Breakfast Charter. Find out more at lovefreshberries.co.uk/healthier-school-breakfasts/.
ENDS
Please find the National Children’s Breakfast Charter HERE.
About the research
This research of 2,007 mothers to children up to 18 was commissioned by the British Berry Growers and conducted by Perspectus Global in April 2025.
About British Berry Growers
British Berry Growers is the industry body for the British berry industry, which is worth£1.87 billion in annual retail sales. Its members supply over 95 percent of the berries (strawberries, raspberries, blueberries, and blackberries) in UK supermarkets. British Berry Growers directs world-leading berry research, represents the interests of berry growers to government and funds Love Fresh Berries, a year-round consumer campaign that celebrates the taste, health and value of British berries.