Wellcome has deepened its commitment to nutritious breakfasts for children, bringing its ‘Breakfast Buddies’ Community Programme into primary schools across Hong Kong for the first time to help build healthy eating habits early on.
Since launching in May 2025 in partnership with the Foodlink Foundation, ‘Breakfast Buddies’ has distributed vouchers so children in need can redeem nutritious food at Wellcome stores. The school outreach is simply the latest way it brings that mission to life.
Play and Learn with the ‘Breakfast Buddies’ Mascots
Each mascot represents one of the four ‘Breakfast Buddies’ food items and fronts a game with its own nutrition lesson.
Wellcome piloted these activities at ELCHK Hung Hom Lutheran Primary School and Man Kiu Association Primary School, where teachers and students responded enthusiastically, praising the creative approach for blending fun with practical learning.
Both school halls were full of energy, with children fully absorbed in the games. Many left still talking about what they’d learned, and looking forward to a better breakfast.
Four mascot characters — Captain Apple, Mac Mac, Eggie, and Milky — made their debut, leading hands-on activities designed to make nutrition education engaging and memorable for young students.
Start Each Morning Nourished and Energised
Many families in Hong Kong, particularly those from grassroots backgrounds, struggle to put a nutritious breakfast on the table – long working hours and tight budgets make it hard. Foodlink Foundation’s earlier research in March 2025 found that 36% of students surveyed don’t eat breakfast daily, and 64% skip it or choose cheaper, less nutritious options because of cost. ‘Breakfast Buddies’ responds to this on two fronts: immediate help through vouchers, and long-term education through school programmes.
Since launching, ‘Breakfast Buddies’ has already put more than 100,000 vouchers into the hands of children in need. Each voucher can be redeemed for one of four items: Meadows UHT milk (1 litre), MOMOKO Japanese white eggs (10-pack), Gala apples (1.8 pounds) or Meadows instant or quick-cook oatmeal(200 grams) – all chosen for their nutritional value and suitability for growing children.
Four new lively mascots helps to distribute breakfast coupon during the event.
School Outreach: The Fun Is Just Getting Started
In a city where the cost of living remains high, a good breakfast can be easy to miss. ‘Breakfast Buddies’ is Wellcome’s way of helping more children start their day without missing it – one voucher, one lesson, one game at a time. With two schools already on board, Wellcome hopes to bring the programme to many more in the months ahead, working alongside the Foodlink Foundation to give more children the energy, nutrition and knowledge they need to learn, grow and thrive.
Captain Apple Digestion Dash
Students crawl through an obstacle course, or ‘intestinal track’, learning how the fibre in apples supports healthy digestion.
Eggie Jump Jump Jump
Wearing oversized egg costumes, children hop for points, learning how the protein in eggs supports muscles and growth.
Milky Eats Smart
Students toss bean bags to match healthy breakfast foods, learning to make balanced food choices.
Mac Mac Toss
Students throw ‘Mac Mac Arrows’ at a target, learning how oats provide steady, lasting energy.
