The objective of the “Breakfast is Best” campaign is to raise awareness of the importance of breakfast, and to ensure that breakfast is treated as a serious public policy issue.

An enormous amount of time and money is spent in the European Union on addressing a range of fundamental health, social and economic challenges.

However, policy-makers have still not woken up to the positive impact that breakfast can make in these areas by helping:

• To prevent obesity


• Decrease the risk of heart disease
  and improve general health


• Increase cognitive ability and concentration


• Boost energy levels and kick-start your metabolism.

To ensure that we enjoy the full benefits of breakfast, the campaign is urging the European Union and Member States to:

• Include “eat breakfast every day” in public health information campaigns


• Have “eat breakfast every day” added to all lists of standard nutrition advice tips


• Include the importance of breakfast in school curricula


• And encourage employers to promote breakfast to their employees

It’s about time that Europe’s policy makers woke up to the benefits of breakfast.

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