Date For Your Diary:
Farmhouse Breakfast Week 22 – 28 January 2012

Farmhouse Breakfast Week returns for a 13th year from 22 – 28 January 2012. Organisers HGCA* are challenging breakfast skippers to Shake Up Their Wake Up and make time for breakfast. Eating a healthy, balanced breakfast every day can help make you feel healthier and happier so there really is no reason to miss out.

New for 2012

  • The Breakfast Week Challenge: One in three mums regularly miss breakfast,2 so HGCA have teamed up with Melinda Messenger to challenge mums to eat a healthy breakfast for five days during Farmhouse Breakfast Week.
  • Mums can register at www.shakeupyourwakeup.com/challenge to take part and for a chance to win £1,000 of holiday vouchers.
  • Breakfast Meal Planner: Delicious and easy breakfast choices to suit different mums. Whether they are breast-feeding, returning to work or trying to lose weight, our handy guide will help them find the right breakfast.
  • Mum’s Breakfast Factsheet: Find out what benefits breakfast has to offer mums and their families too.
  • Breakfast By Numbers: Breakfast facts and stats, including where people eat breakfast, preferred breakfast choices and the reasons consumers give for skipping breakfast.
  • New Breakfast Recipes: Simple, quick & easy, healthy, and of course tasty breakfast recipes and ideas to inspire mums.

The campaign website www.shakeupyourwakeup.com will form the hub of the campaign, but there are plenty of other ways to get involved too including Facebook (www.facebook.com/shakeupyourwakeup) and Twitter (@breakfastweek). Throughout the week itself (22 – 28 January 2012), hundreds of schools, retailers, caterers and consumers will be celebrating the most important meal of the day. Check out the website for events and promotions near you.

- Ends -

Download and print out a copy of this press release here. Shake Up Your Wake Up Diary Date .pdf

For further information about Farmhouse Breakfast Week 2012 (22 - 28 January) please visit www.shakeupyourwakeup.com, follow @breakfastweek on Twitter, like us at www.facebook.com/shakeupyourwakeup or contact a member of the team:

David Gough
Ceres
T: 0118 947 5956
E: david.gough@ceres-pr.co.uk

Karen Levy
HGCA
T: 024 7647 8735
E: karen.levy@hgca.ahdb.org.uk

Editor’s notes:

  •  Farmhouse Breakfast Week is organised by HGCA, which is the cereals and oilseeds division of the Agriculture and Horticulture Development Board (AHDB) www.ahdb.org.uk
  • *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 www.hgca.com
  • HGCA is a financial supporter of the Red Tractor quality assurance scheme www.redtractor.org.uk
  • Visit www.shakeupyourwakeup.com for more ways to Shake Up Your Wake Up
  • NB: www.shakeupyourwakeup.com/challenge will be live from 1/11/11

Sources

(1) Yungheng MA et.al (2003) Association between Eating Patterns and Obesity in a Free-living US adult population
Several studies have shown that children who skip breakfast in the morning perform less well in problem solving tasks. Verbal fluency, creativity and the ability to recall newly acquired facts are similarly affected. 

Other studies show that adults who ate breakfast tended to work faster, made fewer mistakes in logic tests and had better memory recall compared with breakfast skippers. Study by Cognitive Drug Research, in conjunction with HGCA 2004.

Studies carried out at the University of Bristol examined the breakfast habits of 126 volunteers between the ages of 20 and 79 and assessed their mental health, found that those who ate breakfast everyday were less depressed, less emotionally distressed and had lower perceived levels of stress compared with those who skipped the first meal of the day. Smith 1998

Studies have also shown eating breakfast to be associated with better school performance and attendance among children (e.g. Rampersaud et al. 2005). Rampersaud GC, Pereira MA, Girard BL et al. (2005) Breakfast habits, nutritional status, body weight and academic performance in children and adolescents. Journal of the American Dietetic Association 105: 743–60.

A study of 13-20 year old students in Germany found that male students reported feeling more positive after consuming breakfast, compared with the fasting condition. Widenhorn-Müller K, Hille K, Klenk J, Weiland U. Influence of having breakfast on cognitive performance and mood in 13- to 20-year-old high school students: results of a crossover trial. Pediatrics. 2008 Aug; 122(2):279-84

(2) IGD March 2010, Meal Occasions 1061 consumers