Momentum explodes for Hungry Puffs: the empty box of cereal feeding hungry kids.
Following the success of the multi-award winning 2018 Christmas appeal, Foodbank WA’s empty cereal box ‘Hungry Puffs’ is back and this year it’s available on the shelves of over 200 IGA supermarkets.
Hungry Puffs has not only gained the support of IGA stores throughout the state, this year, Kellogg’s has become a major partner and will donate an additional bowl of cereal for every box sold.
Sadly, more than 100,000 West Australian kids have gone without food at some point in the past year, with food insecurity affecting one-in-five children.
To combat this problem and start important conversations, Foodbank WA created a new cereal brand called Hungry Puffs.
While this product contains no vitamins, minerals, iron, fibre or carbohydrates and has no nutritional value, it can play a pivotal role in helping feed those in need.
This year, customers are encouraged to buy a box from their local IGA for $5 to provide ten meals for children in need or buy a virtual box online.
Foodbank WA Chief Executive Greg Hebble said Hungry Puffs has started an important conversation that more West Australians need to be having.
“For many of us, the festive season is an enjoyable time with friends, family, good food and Christmas cheer, and it’s easy to forget about those around us who might be struggling,” Mr Hebble said.
“Not surprisingly, Christmas is one of our busiest times of the year, it’s when families have to decide between paying bills, buying presents and putting food on the table – and that’s incredibly stressful.
“That’s why we’re asking those who can, to help make a difference by purchasing Hungry Puffs for $5. Every box helps us provide nutritious food to those who are most vulnerable.
“For most people, $5 isn’t a huge ask but it can have a big impact – for every box sold Foodbank WA is able to provide 10 meals to food deprived children.”
Kellogg’s Director of Marketing & Corporate Affairs, Tamara Howe, said that partnering on this year’s Hungry Puffs campaign was a no-brainer for the company.
“Coming on board with Foodbank for the Hungry Puffs campaign seemed like a natural fit for us. Like Foodbank, we’re committed to helping solve hunger through our global Better Days programme. Hungry Puffs is one small way we can continue to help combat the issue of hidden hunger in Australia.
No child should ever go hungry, which is why we’re incredibly humbled to be a part of the initiative this year, to help feed West Australian children who are experiencing food insecurity. It’s great that that our strong and longstanding relationships with both Foodbank and IGA, has enabled us to support this fantastic initiative.”
Last year, Hungry Puffs helped Foodbank WA shine a spotlight on the growing issue of food insecurity in Western Australia during the busy Christmas period and raised enough to provide 625,770 meals.
Foodbank WA is the largest food relief organisation in the state. Last year, it provided 6.1 million meals or more than 16,710 meals a day to West Australians in need.
Hungry Puffs will be available for $5 at participating IGA supermarkets in WA from today and is recyclable via kerbside recycling bins. This year, customers can take the box home with them after purchasing or give as a gift to start important conversations about the hidden issue of hunger in WA.
Help fight hunger and donate online, or view the 2018 case study.