MAGAZINE: Breakfast Week - What is this campaign all about?
It's widely known as the most important meal of the day - but why is everyone talking about breakfast this week?
The answer is simple - a week-long campaign highlighting the importance of eating a healthy breakfast has begun.
Launched on Sunday, Breakfast Week is managed by AHDB Cereals and Oilseeds and run on behalf of arable farmers who grow crops such as wheat, barley, oats and oilseed rape.
As well as promoting the benefits of a scrumptious breakfast, it works to raise awareness of the breakfast items available around country, and support the farmers who produce it.
Hundreds of events, including taster sessions, competitions and cookery demonstrations, are taking place across the country as part of the initiative, which is now in its 17th year.
But how will you take part?
Main messages of Breakfast Week, which runs until this Sunday, include promoting how eating the meal can make you healthier and happier.
Breakfast eaters tend to be slimmer than those who skip breakfast, the organisation has said, and it also provides you with the energy and nutrients needed for an active lifestyle.
AHDB research has revealed that three in 10 people say they lack energy when they skip breakfast, while one in seven admit to being grumpy.
Those who don’t sit down to a meal in the morning also consume an extra 252 calories a day, it has been shown, and they are twice as likely to reach for an unhealthy snack in the mid morning.
TV presenter and model Vogue Williams is supporting the campaign and has accepted her own “Mission Breakfast” challenge to create simple breakfasts, from scratch, in under three minutes.
She said: “I always feel healthier and happier when I eat breakfast.
“It’s my favourite meal of the day and I’m really glad to be involved in this year’s campaign because I’m learning lots of fresh ideas on how to shake up my mornings with breakfasts that I love.”
With a wide range of choices and meals available for your morning food fix, what makes up your favourite breakfast? Get involved on social media and use #BreakfastWeek and #ShakeUpYourWakeUp.