KidsCan, which last year distributed 1.6 million food items to decile 1 to 4 primary and intermediate schools, has 105 schools on its waiting list.
For some children, the donated food was all they ate all day, chief executive Julie Helson said.
Demand had always outstripped supply in the six years KidsCan had operated, but this year about 11,000 children a day would miss out on food, she said.
KidsCan will feed about 4400 children each day this year.
The cost of living had increased and a Red Cross breakfast programme had been cancelled, which added to demand, she said.
"There are a lot of judgmental people in New Zealand who have this perception that people on low incomes are all down the pub or putting their money in gaming machines ... the majority of parents that we see actually do want the best for their children and they are very, very embarrassed when they can't provide for them."
Such poverty was the country's "hidden shame".
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