New 'Grab & Go' Breakfast on the Menu at Schools This Fall

Aug 23, 2005, 01:00 ET from East Side Entrees

    WOODBURY, N.Y., Aug. 23 /PRNewswire/ -- New supplies.  New clothes.  New
 backpacks. New breakfast!  When kids head back to school this fall, many will
 be starting the day off right with a quick, nutritious breakfast -- at school.
 Before that first bell rings, ready-to-eat Breakfast Breaks(TM) will be served
 in school cafeterias, in classrooms, and even right off the school bus, which
 many schools hope will increase participation in the federally-funded national
 School Breakfast Program.
     (Photo: )
     Responding to the need for more nutritious choices for school children,
 East Side Entrees is introducing its new "grab and go" Breakfast Breaks this
 fall in schools nationwide. Each boxed meal includes a cereal bowl pack, an
 additional bread/grain snack serving, and a serving of 100% fruit juice.
 Served with milk, it provides a complete, nutritious breakfast that meets the
 government requirements for key nutrients for children.  Offered in seven
 different varieties, one menu, for example, includes General Mills Honey Nut
 Cheerios(R), animal crackers, and Mott's(R) Apple Juice.
     "No preparation is necessary.  The school foodservice staff gives each
 student a Breakfast Breaks package and a milk and they are good to go,"
 explains Gary Davis, CEO of East Side Entrees.  "Our goal is two-fold - to
 make it convenient for schools to serve breakfast and for kids to want to eat
     Breakfast Breaks was introduced to school foodservice directors at the
 School Nutrition Association's annual conference this past summer.  The
 response was overwhelmingly positive.
     "We want to increase our school breakfast participation and Breakfast
 Breaks is going to be the way to do it," says Demetrious Giovas, foodservice
 director for Gadsden Independent School District, Anthony, New Mexico.  Giovas
 should know, as he was named the national Foodservice Director of the Year by
 the School Nutrition Association.  Giovas' district, which has 14,000
 students, is known for being innovative in getting kids to participate in
 school meals programs.
     "We have good participation in our breakfast program, but because of
 transportation issues such as long bus rides, some kids have only 10 minutes
 before class so they can't stand in line," explains Giovas. "We need to
 address this problem with a quick, ready-to-eat meal.  I think we will
 increase our school breakfast participation by at least 20 percent by offering
 Breakfast Breaks."
     To appeal to students, Breakfast Breaks are packaged in bright, colorful
 "grab and go" boxes and include "Play Bucks" that kids can collect and redeem
 for fun prizes like sports equipment, magazine subscriptions and even iPod(C)
     "We want to reward kids for eating breakfast and to make eating breakfast
 at school cool," explains Davis.  "All kids can benefit from a good
     Numerous studies have shown that children who eat breakfast do better in
 school.  They have better test scores, display less behavior problems and are
 healthier kids in general.  In terms of nutritional benefits, students who eat
 breakfast at school are getting 25 percent or more of the daily recommended
 levels of key nutrients that children need.
     Nearly 30 million children participate in the National School Lunch
 Program each day, yet only nine million now start the day by eating a
 nutritious breakfast at school. Schools are looking for more ways to reach
 more children to bridge this gap.
     To learn more about school breakfast or Breakfast Breaks, go to .
     East Side Entrees of Woodbury, New York, specializes in developing and
 marketing nutritious, student-friendly products to the school foodservice

SOURCE East Side Entrees