Help Kids Be Their Best

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We are passionate about helping millions of kids be their best through sports, play and learning. By continuing our initiatives and partnerships, we strive to find more moments that can transform a child’s every day. We partner closely with organizations that share our goals because this mission is bigger than just us, and we champion these everyday moments through our brands and characters. Programs like Mission Tiger™ and Feeding Reading^® give us a roadmap for how to connect the foods we make to the experiences that spark happiness and confidence for kids – and it’s just the start.

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Mission Tiger

https://www.youtube.com/watch?v=lk43ars5Eb0

Mission Tiger partnered with Meijer to help kids in Michigan

In the US, since 2019, Tony the Tiger® and Kellogg’s Frosted Flakes® have embarked on a mission to give more kids access to the benefits of sports with the launch of Mission Tiger, an initiative to help save middle schools sports. Today, we have reached almost 2 million kids to date, in over 3,000 schools*. We are focused on helping 2.5 million kids have access to Middle school sports by 2025.

*For more information, visit DonorsChoose.org.

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Feeding Reading

For over 5 years, our Feeding Reading program has helped more children have access to books in the US. In 2024, Feeding Reading launched in Canada. Canadians can receive a FREE book with the purchase of participating Kellogg’s® cereal products.

2 Free Books - Kids holding up books and smiling

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