Around one in ten adults in Sussex don’t eat breakfast and half a million children across the UK are going to school without having this important meal.
In an attempt to highlight the importance of breakfast the first Deskfast Day is being held as part of the national ‘A Better Breakfast’ campaign this March.
The day has been organised to encourage people to get ‘back to breakfast’ after figures show a decrease in the amount of people eating the ‘most important meal of the day’.
The day looks to celebrate the diversity of breakfast and counter the “decline in overall breakfast occasions” in adults and as well as children, who make up “a fifth of the 16.5 billion breakfasts served up in British homes” (Kantar World Panel) by encouraging people to take breakfast into work and school.
Changing consumer lifestyles and a busier schedule have put more stress on mornings, pushing breakfast further down the ‘to-do’ list.
Deskfast Day shows that this shouldn’t be an issue and encourages everyone, however old, to take five minutes and enjoy a Deskfast to start their day!
Breakfast Brands supporting the ‘A Better Breakfast’ crusade include: Actimel, Bonne Maman, debbie&andrew’s, Douwe Egberts, Hovis, HP Sauce, Nestlé Cereals and Rowse Honey.
As part of Deskfast Day, people are being encouraged to post workplace pictures to Twitter and Instagram using #DeskfastDay showcasing a huge community of those who care enough about beautiful brekky.
A campaign statement says that there are many positives to work colleagues and classmates kicking off the day with a Deskfast. For example, it’s a fun and relaxed way to ease into the day and get the mind up to gear. Eating together at work is also a great socialising tool to unite the workplace.
Brian George, founder of ‘A Better Breakfast’ said: “Although breakfast is a huge market with over 16.5 billion breakfast occasions, consumption is now slipping and people are skipping what was once a staple meal. A combination of changing consumer lifestyles, perceived health awareness and changing shopping patterns are having the biggest effect in changing consumer attitudes. That’s why ‘A Better Breakfast’ and ‘Deskfast Day’ are so vital; it’s time someone stuck up for our most beloved and important meal of the day! As lifestyles change, so must breakfast. Don’t skip it; just have a Deskfast!”
For more information on how to get involved visit abetterbreakfast.co.uk and tweet @BetterBreakfast.