Not too late to register for Toonies for Tummies program

There's still time for the grocery industry to pitch in for Toonies for Tummies.

“We are hoping the entire food and consumer goods and retail industry, at all levels, can be part of our efforts making Toonies highly visible and a cause that is top of mind among our industry several hundred thousand strong," said Michelle Scott, executive director of the Grocery Foundation, the not-for-profit industry organization behind the campaign.

Toonies for Tummies raises money to feed hungry children and recently has returned with a new logo and look on shelf.

The logo, with the tagline "Nourish your neighbourhood," features the faces of boy and girl.

In stores, sponsor brand shelf-talkers that highlight participating products will be featured in branded Toonies for Tummies flyers. Coupons on shelf have been discontinued.

All consumer funds collected will be donated to school nutrition programs.

As part of the rebrand, an interactive microsite has been created that allows consumers to see where their donation is going.

It's estimated that one in six children in Canada attend school without having had breakfast.

Toonies for Tummies is looking to raise $1 million in sponsorships and from donations at the till. The Grocery Foundation aims to have 60 brands join the 2014 campaign, which runs Feb. 6 to 16.

The cost of sponsorship for a single product is $20,000 ($15,000 for Ontario and $5,000 for Atlantic Canada).  Companies also have the option to sponsor four products for $65,000.