Perfekt for... Shaking up your wake up during Breakfast Week (25-31 January)

To mark Breakfast Week (25-31 January 2015), we are encouraging people across the region to recognise the health benefits of eating breakfast regularly. 

The leading UK cereal manufacturer recently launched its own cereal range, Perfekt for…, to provide more breakfast variety to people who constantly grab breakfast as they’re rushing out of the door. With Mintel research revealing that more than half of Britons are eating breakfast out of home and of these, a quarter are doing so on-the-go, we are encouraging people across the region to take eating breakfast seriously.

Our CEO, John Hiles commented:

“Perfekt for…is urging people across the county to shake up their wake up during Breakfast Week by starting the day with a healthy and satisfying breakfast.” 

With two Pioneer Foods factories in the UK, which between them produce more than 10 million bowls of cereal per week for all the major supermarket chains, when we say it’s time to kick off the day with a great breakfast we know what we're talking about!

Research shows that eating breakfast can give you more energy, help reduce stress levels, improve concentration, mood and may even help you to manage your weight [1]. However, a survey [2] conducted for Breakfast Week shows that a worrying quarter (25%) of people are skipping breakfast once or more during the week, with more than one in ten (13%) never eating it.

Hiles adds:

“Convenience products have become much more popular in recent times.  Perfekt for… Wheat Biscuits have all the goodness and taste of traditional wheat biscuits and they’re perfectly packaged to eat on the go. At the end of the day whether you eat breakfast at home or out and about the simple message is that it’s an important start to your day – so don’t skip it!” 

Perfekt for…Wheat Biscuits are currently on sale in Tesco stores across the UK and their success so far means that Pioneer Foods foods are set to extend the range so that breakfasters on the go can tempt their taste buds with muesli and granola.


[1] Breakfast Skipping and Health Compromising Behaviors in Adolescents and Adults, Helsinki University, published in the European Journal of Clinical Investigation July 2003

The Cognitive Effects of Breakfast Study, Mindlab Laboratory, Sussex Innovation Centre, Brighton (March 2012)

Cognitive Drug Research, in conjunction with HGCA (2004)

A three-month trial at San Raffaele Rome Open University where two groups of women had identical diets but one group ate 70% of their calories at breakfast, morning snack and lunch; and the second group had 55% and the rest of their calories in the afternoon and evening. Both groups lost weight but the morning eaters lost more weight than the afternoon group. Reported in the Daily Mail in June 2014

[2] A survey conducted on behalf of Breakfast Week by One Poll. 2,000 UK adults were surveyed online between Friday 29th November and Monday 2nd December 2013