Help Kids Be Their Best
- Support millions of kids with growth through sports, play, and learning.
- Mission Tiger launched in 2019 to save middle school sports and has reached almost 2 million kids.
- Goal to give 2.5 million kids access to sports by 2025.
- Feeding Reading program brings more books to children and launched in Canada in 2024.
- Get a free book with select cereal purchases through Feeding Reading.
We help millions of kids grow through sports, play, and learning. Our programs and partnerships create more chances to spark a child’s joy and confidence. Mission Tiger launched in 2019 to boost access to middle school sports. Since then, almost 2 million kids in over 3,000 schools have benefited. We aim to help 2.5 million kids join sports by 2025. Our Feeding Reading program supports children’s love of reading. In 2024, we launched in Canada, offering a free book with select cereal purchases.
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.
Mission Tiger
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.
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.
