Parents always told us that breakfast is the most important meal of the day. But for many Americans – particularly younger generations – it's practically lost its status as a proper meal, with almost a quarter (24%) rejecting a full morning meal, opting for a snack instead.

Breakfast has become somewhat of an inconvenience for many people, with half of Brits not bothering to eat in the morning. Can Birds Eye’s Hello Morning range of pancakes, waffles and croissants convince them that it’s worth making a detour to the freezer when they wake up?

Americans spend on average 12 minutes eating breakfast – just half the time they spend eating lunch and dinner. When did the most important meal of the day become so rushed? And how are brands capitalising on our hunger for a quick fix?

As people’s lives become busier, breakfast on the move has been a growing category where brands have been able to innovate. Tapping into this trend, Bokomo Foods is launching a range of cereal biscuits sold in a re-sealable pot for easy on-the-go breakfast.