The Full English is a long-established part of British breakfast culture, and owing to the pandemic, it’s no longer being reserved for weekends. With the future of commutes in jeopardy, can cooked meals come to rival convenient and on-the-go options in people’s morning routines?

Israeli start-up Better Juice plans to scale up its sugar-reduction technology in the US. Its rapid growth reflects a demand for more tailored, technological solutions to nutrition from American consumers, giving them a chance to revive the classic breakfast – with a healthy twist.

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.

By the time they're seven, kids in the UK are eating three times their recommended daily sugar intake. Brave, a cereal brand for kids, is addressing this over-consumption by making the simple switch from grains to pulses, elevating the nutrition in cereal to give kids a healthier start.