We've seen a raft of innovation in healthy breakfasts, but what of the traditional British fry-up?

Despite recent slanging matches in the tabloid press over the acceptability of fried food as a breakfast option, consumers still like to start their days off with an indulgent fry-up every now and again, according to Paula Jordan, marketing director, Heinz Beans, kids and meals.

"The cooked breakfast remains consistently strong among consumers," she says. Unsurprisingly, weekends in particular remain popular occasions for cooked breakfasts.

"Feedback from our customers indicates that the traditional English fry-up does indeed still have an important place at the breakfast table at weekends," confirms Tim Finney, managing director at Helen Browning's Organic Meat .

"It has become a meal to look forward to as part of a relaxing family weekend poring over the weekend newspapers," he says. To help meet demand for convenient cooked breakfasts, Helen Browning's recently launched organic Speedy Sausages, which cook in only five minutes and are 96% pork. Convenience was also at the heart of Tillman's thinking when it developed its Bacon & Egg All Day Toast Me! product.

"We felt there was a real gap to fill for those people who want a hot breakfast, but rarely have the time to rustle up a full English before work or school," says Jon Gymer, director of Tillman's UK, clearly thinking beyond the weekend breakfast occasion.

The brand will be focusing an autumn marketing push on students and young men. Kerry Foods has sought out a middle ground for consumers wanting a fry-up that doesn't compromise on health. In February, it launched a special 'breakfast' sausage under its Wall's brand that is thinner than other sausages in the range and designed to appeal to consumers who do not want anything heavy at the start of the day.

Focus On Breakfast