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Kellogg Partners KidSTART And Food Bank To Provide Nutritious Breakfast to 4,000 Children Across 32 Preschools In Singapore

By KidSTART Singapore October 18, 2021




Top row L-R: Shumit Kapoor, President, Kellogg AMEA,

Mr. Masagos Zulkifli, Minister for Social & Family Development; Second Minister of Health, SG

Bottom row L-R: Shweta Shukla, Senior Director & Head of Sustainability Kellogg AMEA, Shaughan Kennedy, VP R&D, Kellogg AMEA, Mdm Norshima Aziz Director of Organizational Development and Partnerships KidSTART,

Ms. Nichol Ng, Co-founder, The Foodbank Singapore

The partnership was announced today at a virtual event attended by Mr. Masagos Zulkifli, Minister for Social and Family Development and Second Minister for Health.

18 October 2021, SINGAPORE – Kellogg Company, a leading plant-based food company has partnered with KidSTART Singapore Ltd (KSL) and The Food Bank Singapore to provide nutritious breakfast to 4000 children in Singapore every week. Timed with World Food Day, and supported by Kellogg’s charitable fund, this program advances Kellogg’s efforts to improve the lives of communities in Singapore – the regional Headquarters for its AMEA (Asia Pacific Middle East Africa) business.

Announced today at a virtual event attended by Minister for Social and Family Development & Second Minister for Health, Mr. Masagos Zulkifli; Director of Organisational Development & Partnership, KidSTART Singapore Madam Norshima Aziz; Co-Founder Foodbank Singapore Nichol Ng and Kellogg’s Asia-Pacific, Middle East & Africa (AMEA) President Mr. Shumit Kapoor, this program brings to life Kellogg’s global purpose platform Better Days  in Singapore.

Growing hunger continues to compound the social and economic impact of the Covid-19 pandemic and the climate crisis. According to recent United Nations figures, the pandemic has increased the number of hungry people by as many as 161 million, to 820 million. Nearly one in three people – almost 2.4 billion – lack access to adequate nutrition. Through its Better Days platform, Kellogg aims to feed 375 million people in need globally by 2030, support farmers via sustainable agricultural practices and conserve natural resources of the planet.

Kellogg chose to partner with KidSTART Singapore for its Better Days initiative in Singapore due to its outreach to children from low-income families. KidSTART’s work is targeted at families with Singaporean children up to the age of six years who have a lower-than-average household income. To kick- off the partnership with KidSTART, Kellogg aims to provide nutritious breakfast cereals to over 4,000 children across 32 KidSTART-supported PAP Community Foundation (PCF) and My First Skool (MFS) pre-schools across Ang Mo Kio and Yishun by 2022. The breakfast cereals can be enjoyed at home (for PCF students) or consumed at the pre-schools (for MFS students). To make this possible, Kellogg has partnered with The Food Bank Singapore, to distribute cereal to the schools on a weekly basis.

Addressing the launch event, Minister for Social and Family Development Masagos Zulkifli, said: “The Kellogg’s Better Days with KidSTART initiative is an example of what we can achieve when the private, people and public sectors work together towards a common goal. Together with the help of The Food Bank Singapore, Kellogg aims to provide over 4,000 children in KidSTART-supported preschools with access to adequate nutrition.”

Madam Rahayu Buang, CEO of KidSTART, said: “KidSTART is pleased to be supported by Kellogg’s “Better Days” global initiative. Our collaboration with partners like Kellogg helps KidSTART to meaningfully engage our families through a variety of initiatives to address their different needs. Breakfast is the most important meal of the day to power children’s development and learning. With the cereals provided by Kellogg and delivered by the Singapore Food Bank, children in KidSTART-supported pre-schools will benefit from the proper nutrition and hopefully over time, make breakfast a daily routine.”

Nichol Ng, Co-Founder of The Foodbank Singapore added: “World Food Day serves as a timely reminder of food as the basic need of everyone. While food is easily available in Singapore, there are still those who face food insecurity. The Food Bank Singapore aims to eradicate food insecurity in Singapore and our collaboration with Kellogg is another positive step towards supporting feeding of those in need in our local communities.”

On the partnership, Kellogg AMEA (Asia Pacific Middle East Africa) President Mr. Shumit Kapoor said:

“Ensuring food security is at the heart of our Better Days program, where we work with communities to address malnourishment and hunger. We are delighted to join forces with KidSTART and Food Bank to reach thousands of children across Singapore, provide them with nutritious breakfast and have the opportunity to contribute towards their early development”

Since the start of the pandemic, Kellogg has donated over 100,000 servings of cereal in Singapore to local communities including frontline workers, migrant workers, ageing seniors and children in need, via partnerships with government agencies, hospitals and NGOs such as the Health Promotion Board, Red Cross Singapore, Changi Hospital, United Women Singapore and Its Raining Raincoats.

Most recently, Kellogg has also partnered with the Central Singapore Community Development Council (CDC), to donate food to low-income families as part of the CDC’s Give and Take Sustainability initiative. As part of this initiative, Kellogg will donate food to over 1000 low-income families every month, starting with Kampong Glam, Kreta Ayer – Kim Seng, Kolam Ayer ​and Whampoa.


About Kellogg:

At Kellogg Company (NYSE: K), our vision is a good and just world where people are not just fed but fulfilled. We are creating better days and a place at the table for everyone through our trusted food brands. Our beloved brands include Pringles®, Cheez-It®, Special K®, Kellogg’s Frosted Flakes®, Pop-Tarts®, Kellogg’s Corn Flakes®, Rice Krispies®, Eggo®, Mini-Wheats®, Kashi®RXBAR®MorningStar Farms® and more. Net sales in 2020 were approximately $13.8 billion, comprised principally of snacks and convenience foods like cereal, frozen foods, and noodles. As part of our Kellogg’s® Better Days purpose platform, we’re helping to end hunger and are committed to creating Better Days for 3 billion people by the end of 2030. Visit

About KidSTART:

KidSTART Singapore Ltd. is an organisation that provides upstream support to eligible children up to 6 years old and their families. We seek to give children a good start in life by empowering low-income families to build strong foundations for their children and fostering positive child development outcomes. Research has shown that experiences in a child’s early years can significantly influence his physical, cognitive and social development, and these have an impact on his lifelong outcomes.

Under KidSTART, we provide support for child development, coordinate and strengthen holistic services for families where needed, and monitor the developmental progress of children from birth onwards.  Parents on KidSTART will be guided with skills and knowledge where their children can benefit from warm and nurturing relationships, achieve age-appropriate and holistic child development, and have a safe and secure home environment to grow up in.

Click here for more information on KidSTART.

About Growing Together with KidSTART:

The “Growing Together with KidSTART” initiative aims to invite corporates and individuals to partner KidSTART over a sustained period, through regular volunteering and/or contributions.

Building sustained partnerships with the community play a big part in bringing about better outcomes for KidSTART children and our families.

Click here for more information on Growing Together with KidSTART.