Veg Power Launches New Breakfast Campaign Breakfast In Colour

Veg Power, the not-for-profit on a mission to get the UK eating more veg, fruit and beans, is turning its attention to improving the first meal of the day. Its latest campaign, Breakfast in Colour, launches next month with a simple ambition: to make colourful, nourishing breakfasts feel genuinely achievable for families across the UK. The social media and digital campaign builds on the success of Veg Power’s Attack the Snack initiative, bringing the same energy and accessibility to the breakfast table championing fruit, vegetables and beans as a delicious, everyday part of how British families start their day.

Breakfast is a missed opportunity for achieving our five-a-day

When it comes to breakfast, many of the UK are creatures of habit, reaching for the same options on a daily basis. Toast, porridge and cereal dominate the nation’s mornings – eaten by 2 out of 3 people every day – which is not surprising given the breakfast cereal market alone is worth approximately £3bn a year. In comparison, fruit only makes it into 6% of breakfasts while vegetables and beans feature rarely. A Veg Power survey also revealed that breakfast is very often overlooked as a meal opportunity to add veg to, with 73% of people surveyed rarely or never eating vegetables for breakfast. These findings together suggest that breakfast is a missed opportunity for achieving our five-a-day target.

Breakfast in Color isn’t about overhauling the morning routine, it’s about making space for something a little brighter. In its first year, the campaign focuses on the weekend, when time is on our side and breakfast can be something to linger over rather than rush through. The aim is to bring families together around simple, colorful dishes that are as enjoyable to make as they are to eat. The campaign will showcase a range of colorful, achievable dishes, from veg-packed omelettes and huevos rancheros to bean burritos, pancakes, yoghurt and fruit bowls, and veg on toast – each with simple recipes designed to inspire families to recreate them at home.

Dan Parker, Chief Executive, Veg Power, Commented

Dan Parker, Chief Executive, Veg Power, said; “We believe that breakfast is a huge opportunity for growth for fruit, veg and beans, while improving the nation’s diet due to their vitamins, minerals and fibre content. Too many of us are starting the day with something quick, beige and forgettable, when it could so easily be something fresher, more nourishing and a lot more colourful. Weekends are the perfect moment to slow down, get the family around the table and actually enjoy it, and when that becomes a habit, that’s when real change happens. After all, breakfast is better when it’s in colour.”