Any muppet could have told them that this would be the case. Most parents take pride in doing a good job with their children and resent the implication that they can't manage breakfast. Some parents are utterly neglectful and it's not their priority - and they aren't the ones hopping out of bed early to get kids ready for the early school time.
There's a small population of parents who don't have the resources to provide breakfast and who care deeply about their children and will take their children to these clubs in hope of a breakfast - and those parents and children deserve something better than a cup of rice crispies.