24th January 2010 – New research reveals breakfast is a low priority for parents in the busy back to school period, with most focused on organising school uniforms, school bags and stationery, rather than deciding what to feed the kids for breakfast this new school term .

The research from Galaxy also found that despite the headache one in four parents claim to experience in ensuring their children eat breakfast, nearly half acknowledge it is still one of the easiest ways they can help prepare their child for school.

In light of these statistics, Australian parents are being encouraged to make a fresh start to the new school year by taking the Kellogg’s Big Breakfast Pledge, and spend five minutes each day in term one having breakfast with their kids.

Parents who log on to www.facebook.com/kelloggsbigbreakfastpledge, take the Kellogg’s Big Breakfast Pledge and share what they hope their family achieves by putting breakfast back on the table, will go into the running to win a $10,000 cheque for their child’s school, and also receive hints and tips for the back to school period.  Parents will have until 22nd April to take the Pledge.

Father of eight, actor and children’s entertainer Jay Laga’aia knows the importance of giving children the start they need to perform at school, and makes an effort to sit down with his kids for breakfast.

“The Kellogg’s Big Breakfast Pledge aims to encourage families to establish a positive breakfast habit - because breakfast is important, and time with family is important.”

“Having eight kids, my partner and I are busy, so we know just how hard it can be to get the kids to eat breakfast, but we also know how easy it can be to take just five minutes to ensure they get the daily kick-start they need,” Laga’aia concluded.

The research also revealed Australian parents’ main goal in 2011 was to help their child perform to the best of their ability. Experts support the link between eating breakfast and attention in the classroom .

And with the majority of parents agreeing that cereal with milk is an easy and convenient breakfast choice, it’s a great breakfast option to help parents get that five minutes to ensure their kids get a great start to their day – and help them concentrate in the classroom.

For more information about the Pledge, log onto to www.facebook.com/kelloggsbigbreakfastpledge