Breakfast Week organiser, AHDB Cereals & Oilseeds, urges food industry to join ‘Mission Breakfast’


AHDB Cereals & Oilseeds is calling on the food industry to join Mission Breakfast for Breakfast Week 2016.  This week-long celebration is a great way to inspire the nation to celebrate breakfast by showcasing the wide variety of foods on offer.  It is run on behalf of arable farmers and industry and takes place between 24th and 30th January 2016.

‘Mission Breakfast’ will be fronted by a panel of breakfast fans and experts. TV presenter, model and winner of the ‘ITV Bear Gryll’s Mission Survive’ programme Vogue Williams will be facing her own breakfast challenges in a series of exclusive videos.

Williams: fronting campaign

Williams: fronting campaign

Registered Dietitian Nichola Whitehead will be creating a Mission Breakfast Guide, supported by video content, to offer solutions to common breakfast dilemmas and explain which choices are best for which lifestyle. Finally, TV chef Rachel Allen has created a brand new recipe for the campaign.

Each year hundreds of events and promotions take place for Breakfast Week up and down the country, and food retail and catering companies are being urged to get involved. Karen Levy, AHDB campaign manager, said: “Breakfast Week is one of the longest established awareness weeks and is a chance for the whole industry to unite to not only celebrate breakfast, but to highlight its importance too. Previous participants have seen benefits that include attracting new custom and higher sales as a result of taking part”

“Whether you’re a venue that serves breakfast, a food brand or producer, or even a gym or health centre, it’s really easy to get involved with Breakfast Week. We have lots of suggestions for participation on our website from launching a new menu item, running a promotional offer, to simply joining in the breakfast conversation online.  It’s a great opportunity to join us and be part of Breakfast Week 2016.”

Event registrations are now open at the new look Everyone that registers an activity will go into a prize draw to win £100 shopping vouchers. Free resources featuring updated branding are also available for businesses taking part in Breakfast Week, including recipe booklets, stickers and posters.

Other planned activity during the week includes extensive social media activity across the Breakfast Week Twitter, Facebook and Instagram feeds. Events will also take place at schools and colleges to educate the next generation about the importance of breakfast.

For more information about getting involved in Breakfast Week 2016 visit