Weetabix Canada and Breakfast for Learning Partner to Fuel a Healthy
Lifestyle

- Big Breakfast Initiative Supports In-School Breakfast Programs in BC -

VANCOUVER, April 22 /CNW/ - Weetabix Canada and Breakfast for Learning are pleased to announce a partnership to help British Columbians fuel a healthy lifestyle. The two organizations will kick off their initiative on April 29th, during an outdoor Big Breakfast event at Pacific Centre and TD Plaza. To ensure Vancouverites start the morning off on the right foot and highlight the importance of a balanced breakfast, the event will serve up complimentary Weetabix breakfast parfaits amid a flurry of activity - from trampoline artists to B-boy dancers - as well as mark the launch of FuelYourHealthyLifestyle.com. The website will encourage visitors to enter a healthy lifestyle contest, and for every entry received, Weetabix Canada will provide one breakfast for a child through the Breakfast for Learning in-school programs.

"Ensuring that children attend school well-nourished and ready to learn is incredibly important in helping them to achieve their full potential throughout the day," says Jennifer White, Director, Resource Development and Communications, Breakfast for Learning. "We would like to thank Weetabix for their support and commitment to enhancing learning and the healthy development of children across Canada."

"We are thrilled to partner with Breakfast for Learning to help ensure school children are receiving a healthy breakfast," says Jacquie Perlmutter, Brand Manager, Weetabix North America. "Having provided whole grain nutrition since 1932, Weetabix believes kids need access to, and learn the importance of, a nutritious breakfast to help establish the healthy habits that are fundamental to a healthy lifestyle."

This marks the first time the two organizations have partnered. The campaign in support of Breakfast for Learning kicks off April 29, 2010. Contest closes May 16, 2010.

    
    About Weetabix of Canada
    ------------------------
    

Widely recognized as a leading provider of innovative, nutritious, and high-quality whole grain breakfast products, Weetabix of Canada features several distinct brands, including Weetabix(R), Alpen(R) GrainShop(R) and Minibix(R). For more information, please visit www.Weetabix.ca

    
    About Breakfast for Learning
    ----------------------------
    

Working to ensure every child in Canada attends school well-nourished and ready to learn, Breakfast for Learning helps support and sustain school-based child nutrition programs through grants, ongoing support, and child nutrition resources and research. In 2008-2009, Breakfast for Learning supported over 5,000 programs, providing healthy meals and snacks to over 222,000 children and youth. For more information, visit www.breakfastforlearning.ca.

For further information: Media Contact: Tiffany Bourré, Idea Workshop, [phone] ext. 28, [email protected]