Consumers are undervaluing breakfast products because retailers are selling them so cheap, say suppliers.

Carol Flint, muesli marketing controller at Jordans, said that, despite breakfast being dubbed the most important meal of the day, the 25p average price of a bowl of cereal meant consumers were not convinced they were getting a high-value, high nutrition product. Criticism of cereals' salt and sugar content by Which? had not helped the cause.

Flint urged retailers and manufacturers to raise awareness of breakfast foods' health benefits.