Have a breakfast fit for a hero to help our troops

25 Jun 2015

Help for Heroes and Tesco join forces to encourage people around the country to have a ‘Heroes Breakfast’ for Armed Forces Day and raise money for injured and ill Servicemen and Veterans

The UK’s best known charity for injured Veterans has joined forces with the UK’s biggest retailer and suppliers to encourage people around the UK to enjoy a great British tradition and have a breakfast fit for a hero for Armed Forces Day.

The Heroes Breakfast has been cooked up by Help for Heroes and Tesco to help raise thousands for injured and ill Servicemen, women and Veterans, as well as unite the country in support of Armed Forces Day on June 27th.

Tesco colleagues are also hosting a series of Heroes Breakfast events ahead of the day at Tesco stores in garrison towns around the country, to honour local troops.

To make it easy for people to prepare their Heroes Breakfast, Tesco, Help for Heroes, bacon and sausage makers Alf Turner, Eggs for Soldiers and baked beans makers Branstons have put together the ‘The Heroes Breakfast Pack’ - which includes all the vital ingredients for a full Heroes Breakfast.

The pack costs £5 and it will be available at selected Tesco stores across the UK from Monday 22nd June until Tuesday 30th June. £1 from the sale of  each pack will go to providing vital support for serving and former soldiers who have suffered life-changing injuries and illnesses.

Robin Terrell, Chief Customer Officer for Tesco said:

“Everyone loves a British breakfast, and we want as many people as possible to get involved and have a Heroes Breakfast in honour of our troops.

“We are proud of our long association with the Armed Forces and we are one of the biggest employers of both reservists and former Servicemen and women.

“Supporting this Help for Heroes  campaign is our way of getting right behind Armed Forces Day - we’re hoping to raise thousands for Help for Heroes, all to be spent on vitally important support for our injured Service personnel and veterans.”

Tesco is one of the biggest employers of former Servicemen and women, with thousands of Veterans on the supermarket’s books. The retailer is also one of the biggest employers of reservists and has a record as a forces-friendly organisation – Tesco founder Jack Cohen set up his first market stall with his demob money after coming home from active service during the First World War.

Since 2005, Tesco has also raised nearly £30 million for Armed Forces charities including Help for Heroes.

Bryn Parry, CEO and Co-Founder, Help for Heroes said:

“Everyone loves a great British breakfast and we hope everyone will turn their breakfast into a Heroes Breakfast to show their support for our Armed Forces. The needs of those who’ve suffered as a result of their Service are growing year on year and we’d like to say thanks to a great British business for backing the tens of thousands of men and women we support every year.”

Paul Turner from Alf Turner and Sons Ltd said:

“The Heroes Breakfast is a great opportunity for everyone to celebrate the amazing job done by  our armed forces by getting together with family and friends and having the very British Full English Breakfast whilst raising much needed funds to support the wounded.”

In November last year Tesco became the first supermarket to sign the Ministry of Defence’s Armed Forces Corporate Covenant and pledge a wide range of improved support for current and former Servicemen and women. This includes seeking out Veterans who have left the Armed Forces for employment with Tesco and supporting spouses and partners of serving personnel to get jobs at Tesco stores.

For more information please contact the Tesco Press Office on
01992 644645