Asda and BBC Children in Need work together

BBC Children in Need and Asda have launched Fuelling Potential, which is a brand-new campaign to ensure that no child is ever held back by food insecurity. 

Over the next three years Asda & BBC Children in Need are aiming to change the lives of 100,000 children by helping to ensure they have access to nutritious meals while having fun at BBC Children in Need funded holiday sessions that help to boost their mental health and physical wellbeing. 

The campaign is part of Asda’s broader Better Starts campaign, the aim of which is to improve outcomes for five million young people over five years.

As part of the campaign, BBC Children in Need have released findings of a new Censuswide survey which sheds light on how children and their parents are feeling in the lead up to the summer holidays, about food insecurity and their ability to entertain their children throughout the holidays.

The nationwide survey found that:

79% of parents surveyed say that rising costs are likely to affect their plans this summer

63% of parents surveyed are concerned about being able to provide food for the family this summer

66% of parents surveyed have cut down on spending on activities and trips due to the rise in the cost of living

63% of parents surveyed have changed the type of food they buy

A quarter of children surveyed (25%) worry at least once a week about having enough food to eat

1 in 5 (22%) of children surveyed say they have missed or had a smaller meal at least once in the last month because their family didn't have enough food.

BBC Children in Need’s CEO Simon Antrobus, said: "We're obviously enormously grateful to our longstanding partner, Asda, for their continued backing and support and their commitment to making a difference to young lives. 

"Over the next three years Fuelling Potential will help us support even more local charities and projects working to combat food insecurity in communities all over the UK, helping more children and young people to thrive and be the very best they can be."

As part of the Fuelling Potential campaign, Asda will offer £1 meals to all children who visit the Asda café throughout the school holidays during the summer and half price adult meals from 3pm daily. And throughout the school summer holidays, selected Asda Stores will be hosting various Pudsey Themed activities and summer clubs.

Jo Warner, Senior Director of Corporate Responsibility and ESG at Asda, said: "We know this year will be particularly hard for families facing increased costs over the Summer holiday period, so we’re really delighted to partner with BBC Children in Need to provide meals and activities over the summer holidays. Also, low-cost meals will be available in Asda cafés throughout the summer, with a family of four being able to access a hot, nutritious meal for as little as £8.50."

Supporting the campaign, Rachel Stevens said: "It's vital children and young people aren’t held back by food insecurity, which is why I’m delighted to be supporting BBC Children in Need and Asda’s Fuelling Potential campaign. 

"Providing children with a positive start in life is key to their development and overall wellbeing and ensuring their basic needs are met with a nutritious meal helps them thrive. I’m calling on families, colleagues, and customers to get behind this campaign and help make a difference to the lives of vulnerable young people in local communities across the UK."

For details please visit https://rb.gy/n4wv1.