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Now in its 16th year, Breakfast Week (25-31 January) aims to raise awareness of the importance of eating breakfast. For operators it is a golden opportunity to benefit from the growing trend of eating breakfast out of home.

BreakfastWeekBreakfast Week is the UK’s biggest annual celebration of breakfast and is organised on behalf of UK cereal farmers and producers. Every year, hundreds of breakfast events take place around the country and, in 2015, the Best Breakfast Awards return for a second year to search for the UK’s best breakfast dishes being served in eateries around the country.

Research shows that eating breakfast can give you more energy, help reduce stress levels, improve concentration, and may even help you to manage your weight. However, a survey conducted for Breakfast Week shows that a quarter (25%) of people are skipping breakfast once or more during the week, with more than one in ten (13%) never eating it. Getting ready for the day takes priority for 28%, followed by catching up on sleep (25%). Despite this, 25% of people complain of feeling tired and low in energy if they have missed breakfast.

ShakeupWakeupBest Breakfast Awards

With 104.7 million breakfasts eaten out of home each year, Breakfast Week organiser HGCA is encouraging venues across the UK to register their breakfasts to be in with a chance of winning a Best Breakfast Award. Cafés, farm shops, restaurants, hotels, guest houses, B&Bs, food vans, stalls and work-based restaurants can register under two different categories: Hot Breakfasts (i.e. cooked breakfast, bacon sandwiches and porridge) or Cold Breakfasts (i.e. cereals and continental breakfast).All details can be found at shakeupyourwakeup The winner is decided by a public vote. Voting closes on 18 January, so register now and urge your customers to show their appreciation of you before time runs out. Votes can either be made online ( or in participating establishments by filling in a voting form. The winners will be announced on Monday 26 January 2015.

SweetbreakfastSome like it sweet

Further research, commissioned by Ferrero (whose brands include Nutella), reveals that the nation’s favourite out-of-home breakfast is cooked (29%), followed by toast (21%), cold cereal (13%), pastries and continental breakfasts (joint fourth at 10%) and porridge (9%). When it comes to spreads, consumers want sweetness in their lives with 61% of people preferring to start their day with marmalade, jam or hazelnut spread. “Operators who fail to offer toast as a breakfast basic could be missing out on the one in five people who prefer to kick start their morning with a slice,” comments Natasha Quinn, Foodservice Channel Operations Manager, Ferrero. “The traditional cooked breakfast will always have its place on menus, but with a new generation of diners eating out regularly, operators need to wake up to the growing demand for variety and value on menus.”

Breakfast Week is organised by HGCA, which is the cereals and oilseeds division of the Agriculture and Horticulture Development Board (AHDB). HGCA aims to deliver a world-class arable industry through independence, innovation and investment. It funds research, marketing, export and promotional activities for the cereals and oilseeds sector in the UK. Find out more at

CateringBreakfastCatering for all

Mohammed Essa, General Manager UK and Ireland, Aviko, echoes Quinn’s message and urges all operators to include a breakfast and/or brunch offering on their menu. “Caterers who carefully consider their morning menus can really profit,” says Mohammed. “A large number of people are eating breakfast out of home on a regular basis and the window of opportunity to serve it is widening as traditional eating times blur and brunch grows in popularity.” According to Aviko’s research, 29% of people are choosing to eat breakfast out of home at least once a week, with 52% opting for brunch and dining after 9am. The research also revealed that special diets are currently a missed opportunity for caterers; 80% of people think there are not enough gluten-free cooked breakfast choices, while 54% believe vegetarian options are lacking.

Breakfast facts

The breakfast foods we are most likely to eat during the week are wholegrain cereal (37%).


Taste, speed, filling, quick to prepare and health, are the most important factors when it comes to breakfast.

Breakfast Bacon Sanwich

A quarter (25%) of people are skipping breakfast once or more during the week, with more than one in ten (13%) never eating it.


Of women who skip breakfast, 29% miss it because they are too busy getting ready.


Bread is bought by 99% of UK households. The equivalent of nearly 12 million loaves are sold each day – equivalent to 43 loaves per person, per year.


The UK produces 8847 million eggs per year; more than a third of UK eggs are eaten at breakfast.


Kippers only became popular for breakfast in the UK after Queen Victoria ate them in Dalkeith in 1842.


The world’s first breakfast cereal was created in 1863 and needed soaking overnight to be chewable.


The largest bowl of porridge weighed 865kg; it was made in Tula, Russia on 10 September 2011.

Cereal Heart
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