The summer holidays can be a struggle at the best of times, but with the cost of living crisis still hitting hard, many families are worried how they're going to survive the six-week break.
That's why Britain’s largest bakery brand, Warburtons, and Morrisons have teamed up to offer a little support. Anyone visiting the supermarket from July 17 can ‘Ask for Ellen’ at the cafe to get a free snack.
Everyone and anyone, both adults and children, will receive two toasted crumpets, with butter and jam for free - no questions asked.
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Why Ellen? Well the initiative is actually named after Warburtons’ founder, Ellen Warburton. The fifth generation family business has supported charities since it was established in 1876 and continues to do so today, through the Warburtons Foundation.
In the last year alone the Warburtons Foundation donated over one million products to schools and foodbanks and has set itself the donation target of 1.25 million products already for this year.
Jonathan Warburton, chairman of Bolton-based Warburtons, commented: “Whilst the summer holidays offer a chance for families to enjoy time together, we know that the reality can be very different for many families.
"As the cost-of-living crisis continues to put pressure on household budgets we wanted to offer a little to support to families through the holidays. Being able to help families across the country is as important to us today as it was to Ellen Warburtons back in 1876.”
Chris Strong, Morrisons Café buying manager, said: “Supporting our customers during the school holidays is incredibly important to us as we know that many families worry about catering for additional meals that are usually covered during the school term time.
"We are therefore pleased to be partnering with Warburtons this summer and offering our customers two toasted crumpets, with butter and jam when they visit a Morrisons café and Ask for Ellen.”
New research commissioned by The Warburtons Foundation, surveying 1,000 parents of school-aged children, found that 64 per cent of parents are worried about the increased costs of their child being at home for the summer.
Parents think the school holidays will cost them almost £200 extra over the six week holiday due to childcare and family activities and 71 per cent are preparing themselves to buy more snacks than normal to plan for day trips and activities to keep children fed on the go.
With this collaboration providing free food for all, Warburtons and Morrisons are aiming to alleviate that pressure.
The Ask for Ellen initiative follows on from the success of the ‘Ask for Henry’ scheme which saw Morrisons partner with Heinz to give away a free jacket potato and beans in its cafes.
In addition, Morrisons will continue to offer its Kids Eat Free promotion during this time meaning families can access a free kids meal when purchasing an adult meal costing £4.49 or more.
Ask for Ellen will be available all day, in any of Morrisons 398 Cafés across the UK from July 17 to August 13, while stock lasts.
