Leading charity, Action for Children, is warning that some of the youngest children in our region are facing a Christmas without proper heating, a warm coat, or fresh food.
The charity's revealed on Friday 6th December that new analysis shows two pulils in every primary school class in the East will be deprived of the basics this festive season.
They say nearly 60,000 under-10's from low-income families in our region, and almost a million nationwide, won't have much to celebrate this year.
Action for Children's study also shows that parents below the breadline are able to spend on average £2 a day per child on food, with a typical primary school meal in the UK costing £2.30.
Around 50 of the charity's services across the country have already provided foodbank support over the past year and are planning to host unofficial foodbanks again over the festive season.
Action for Children's Director for England, John Egan, said: "No parent in the East of England should have to face the awful prospect of their youngster sitting in the cold without a plate of food to eat at the end of a school day, or skip dinner themselves so their child has a meal.
"Politicians are telling us austerity has ended but every day at Action for Children our frontline services say child poverty levels are at the worst they can remember.
"While some families will spend the Christmas holidays putting their children to bed early to keep warm because they can't afford to heat the house, for others it has become the norm to not have a winter coat, rely on foodbanks, or for their children to miss out on hot meals.
"The next Government must deliver ambitious policies to end child poverty and bring in a National Childhood Strategy to give all our children a safe and happy childhood.
"But until every family has enough money to keep their child warm and well fed, we will continue to help them.
"That is why we are asking the public to get behind our Secret Santa campaign to help us support our most vulnerable children, not just at Christmas but every day."