Breakfast may be the most important meal of the day, but Britons tend not to give it much thought, seeking out foods that cost little, take minimal time to prepare, and can be picked up on the go. How are brands responding to the rise of ‘deskfasting’ and the desire for quick and healthy options?

Harkening back to the look and taste of childhood favorites, Magic Spoon’s cereals are striking a balance between Americans’ desire for good-for-you grub and healthy food that doesn’t taste like it is. As smart eating choices take center stage, Magic Spoon is moving to make breakfast cool again.

A UK study has found social media users are more likely to eat food that they think their friends are also eating. The study is particularly relevant when it comes to young, impressionable social media users, with implications around how brands can ‘nudge’ healthy eating habits on platforms they frequent.

As Britons take increasingly shorter lunch breaks and rely more heavily on snacks as a source of sustenance, what are brands doing to satisfy customers’ gastronomic needs and desires? When a crisp sandwich just won’t cut it, people are opting to munch on mini-meals to get them through the day.