Suppliers have been actively promoting the breakfast occasion. In January, Hovis launched a £3m TV ad campaign for its Wholemeal range. Fronted by Olympic cyclist Victoria Pendleton, it was designed to encourage more women to eat wholemeal bread for breakfast.
Last month, Tropicana launched a new multi-million pound advertising campaign, focusing on the story of its juice from source to table. Created by DDB London, the 'Great-tasting juice doesn't just grow on trees' campaign will run to December 2011.
It is designed to cater to consumers' growing desire to understand the journey their food or drink goes on before it gets to them and as such is a departure from previous campaigns which have focused on the final Tropicana product.