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The breakfast opportunity

We believe that breakfasts present a strong opportunity for growth for fruit, veg, and beans consumption. After all, it is one of three main meals per day and has come to be dominated by packaged goods and refined carbohydrates.

Let’s banish the beige… breakfast is better when it’s in colour.

Our Mission

This is an ongoing mission starting in May 2026 to increase fruit, vegetable and bean consumption at breakfast time by making breakfasts healthier, more colourful, enjoyable and achievable for families.

In the first year we are focussing on weekend breakfasts. Slower, shared more indulgent moments that feel special, and in strong contrast to the quick, boring, beige breakfast shovelled down on weekdays. Simple, fun and colourful dishes such as vegetable packed omelettes, huevos rancheros and bean burritos, pancakes and French toast with fruit, yoghurt bowls and “on toasts” such as with avocado, mushrooms, and tomatoes. Alongside food, we’ll encourage families to see weekend breakfasts as a moment to connect with each other. A “proper” breakfast becomes a cherished occasion.

Thanks to our ambassadors for supporting this campaign

Share your breakfast

Please do what you do best…. make great food, a breakfast packed with plants. Take a snap and post your tasty breakfasts loaded with fruit, veg and beans with the #BreakfastInColour. Please post your beautiful brekkies on launch day (28 May) and any time after that throughout the year. Better still use one of our fun breakfast templates below to create your post. Simply snap your breakfast, drop a frame on top and post. Just download and save your frame of choice and add it as an overlay when you create your post.