Morrisons café partners with Warburtons to support families

Adults and children can Ask for Ellen at any Morrisons café – including Bridgwater – to receive two toasted crumpets with butter and jam for free, no questions asked.

The scheme will be available all day between July 17 and August 13 (while stocks last) in any of the supermarket's 398 cafés. 

Research commissioned by The Warburtons Foundation found that 64 per cent of the 1,000 parents surveyed 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.

Warburtons and Morrisons are aiming to alleviate pressure on families, including those that are usually supported by free school meals and breakfast clubs.

The research also found that 58 per cent of parents will content with additional childcare costs as they juggle work and their children this summer. 

In total, 200,000 portions of crumpets accompanied by butter and jam will be given out for free during the summer holidays. (Image: Mojofuel)

The initiative is named after Warburtons’ founder, Ellen Warburton.

Since it was established in 1876, the family business has been passionate about supporting charities continues to do so through the Warburtons Foundation.

In the last year alone, the Warburtons Foundation donated over one million products to schools and food banks.

It has set itself the donation target of 1.25 million products already for this year.

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.”

Jonathan Warburton, Chairman of 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.”

‘Ask for Ellen’ follows on from the ‘Ask for Henry’ scheme that saw Morrisons partner with Heinz to give away jacket potatoes and beans in its cafés.

Morrisons will continue to offer its Kids Eat Free promotion this summer, meaning families can access a free kids' meal when purchasing an adult meal costing £4.49 or more.

You can find your nearest Morrisons café by visiting my.morrisons.com/storefinder.