Food manufacturers are cashing in on the fact that we're not brilliant at getting out of bed. For those of us with a penchant for the snooze button, they are making a small fortune selling us breakfast products we can eat or drink on the bus.
The latest is a Weetabix milkshake. But would you drink one?
The milkshake comes in three flavours: vanilla, strawberry and chocolate. They apparently contain all the fibre of Weetabix, and exactly the same number of calories as a Weetabix with semi-skimmed milk (226). However, the manufacturers argue that they are much easier to consume on the way to work.
On-the-goIt's the latest evolution of the market in 'breakfast-on-the-go' products. We already have plenty of breakfast-related products for those who can't make five minutes to sit at a table and eat a bowl of cereal or wait for the toaster.
Breakfast bars have been around since Kellogg's led the way in 1991, and in 2010 the 'breakfast biscuit' market emerged. We have also had a more specialist breakfast shake on the shelves since last spring called 'Liquid Fuel'.
These products are popular. According to Warburtons 10% of parents hand their children a breakfast bar to eat on the way to school after they've dug them out of bed. Adults are equally drawn to the idea of convenience and sleep over sensible breakfasting, and sales of breakfast biscuits rose an incredible 79% over the last twelve months, to £76 million.
Is this wise?There's an argument that it's better to spend £1.39 on a breakfast drink than waste money buying toast or bacon sandwiches when we get to work. Some 41% of people grab breakfast on the way to work, and while the average cost of tea and toast at home is just 20p, at work it rises to £2.49.
However, on the flip side, there are those who look at the sugar content of the 'breakfast-on-the-go' items and argue that many of them are more like confectionery than a healthy breakfast.
Best answerIt is still always far better for your bank balance and your health to get out of bed a couple of minutes earlier and make the time for a 20p breakfast at home.
The good news is that according to Warburtons, most of us still make the time for breakfast, with 57% of people opting for toast and tea, 30% eating porridge, and 11% opting for cornflakes. Porridge is a particularly cheering inclusion on this list, as it is by far the cheapest and healthiest breakfast option on the list (assuming you don't go overboard sweetening it).
But what do you think? Would you drink a breakfast milkshake?