Fruit & Veg Industry Support Sought For Breakfast Push

With only 6% of breakfasts containing fruit, Veg Power has launched a mission to increase fresh produce and bean consumption at breakfast time, calling on UK retailers and horticultural organisations to back the cause. 

Image: Veg Power

On 21 May, the UK-based not-for-profit will roll out a ‘Breakfast in Colour’ social media and digital campaign in a ‘battle against the beige’ to make breakfasts healthier, more colourful, enjoyable, and achievable for families.

To support its next mission, Veg Power is seeking industry backing; urging retailers, horticulture crop associations, and others to champion British produce by inspiring consumers with their own healthy breakfast content.

“Join us on social media from 21 May – post your own ‘Breakfast in Colour’ recipes and ideas together with nutrition advice,” Veg Power suggested on LinkedIn. 

“If you’re a nutritionist or if you’re in the horticulture industry, why not shout out about how British produce can be included in this meal?”

Already, Veg Power said it has the support of several social media influencers, chefs, and nutritionists. Media partners are expected to be announced shortly. 

Image: Veg Power

Breakfasts present a strong opportunity to expand fresh produce and bean consumption, according to Veg Power, which was established in 2018 to encourage consumers to eat more veg through creative, marketing-led campaigns, including ‘Eat Them to Defeat Them’, and ‘Attack the Snack’. 

‘Breakfast in Colour’ will build on the success of ‘Attack the Snack’, bringing the same energy and accessibility to the breakfast table to champion fruit, vegetables, and beans as the best way for British families to start their day.

“We believe that breakfasts present a strong opportunity for growth for fruit, veg, and beans consumption,” Veg Power said, adding that the first meal of the day is an opportunity to work towards the five-a-day target.

“After all, it is one of three main meals per day and has come to be dominated by packaged goods and refined carbohydrates. Let’s battle the beige… breakfast is better when it’s in colour.

“Our next campaign sets out to encourage a change in breakfast choice away from packaged goods and other standard options to fresher, healthier, more colourful breakfasts.”

Weekend Breakfast Ideas

Brits regularly eat the same thing for breakfast, with two out of three consumers choosing cereals, toast or porridge, according to Veg Power.

The breakfast cereal market in the UK is worth approximately £3bn per year, the association said, leading to children intaking an average 11g of sugar at breakfast every day.

To tackle that trend, in its first year the campaign will focus on revitalising weekend breakfasts when there is more time without the rush to get to work or school.

Veg Power will encourage “slower, shared, and more indulgent moments that feel special” in strong contrast to the “quick, boring, beige breakfast” typically eaten on weekdays. 

“We want families to enjoy simple, fun and colourful dishes together – an opportunity to connect with each other around the meal occasion that just isn’t possible during the week,” the association said.

Veg Power is promoting simple, colourful dishes such as vegetable-packed omelettes, huevos rancheros, and bean burritos.

Other ideas include pancakes and French toast with fruit, or yoghurt and fruit bowls, as well as recipes such as toast with avocado, mushrooms, or tomatoes. 

Alongside food, Veg Power said the campaign aims to encourage families to reframe weekend breakfasts as a moment to connect with each other over a “proper breakfast”.

To support the campaign, contact Veg Power.