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Top 10 Campaign
Retail · August 2026

Asda’s Breakfast Factory for Families

PR Campaign
Thursday 13th August, 2026

Asda used quieter hours at its Telford factory to produce nearly 200 tonnes of breakfast cereal specifically for families facing food poverty. Felix will distribute it through food banks, schools and community organisations nationwide during the summer holidays, turning unused manufacturing capacity into a practical response to holiday hunger.

Why it worked: It turned factory downtime into 200 tonnes of breakfast cereal timed to school-holiday hunger, offering a clear, quantifiable fix.

The lesson: Consider repurposing your idle capacity to produce a limited-run essential for a time-specific need, then quantify and pre-secure distribution.

Asda Felix Alliance Food Sourcing
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
thegrocer.co.uk Asda creates new cereal product for families in food poverty Thursday 13th August, 2026
grocerygazette.co.uk Asda set to donate 200 tonnes of newly created cereal to Felix - Grocery Gazette - Latest Grocery Industry News Friday 14th August, 2026
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