AHDB Cereals & Oilseeds’ Breakfast Week 2016 has been “overwhelmed by the support” it has seen for its campaign website.

Breakfast Week took place on 24-30 January, and the campaign website www.shakeupyourwakeup.com saw a 37% increase in visits. There were also more than 2,000 orders made for free resources, including recipe booklets and education posters, to support the nationwide events.

Interaction on social media saw an upsurge this year, with the hashtag #breakfastweek receiving over 80,000 mentions and trending on Twitter.

The annual campaign encourages the nation to rethink breakfast and recognise the benefits of eating a healthy balanced breakfast regularly. Events and activities took place all over the UK, from charity breakfasts to school visits.

Recipe videos

A series of short recipe videos were produced for the first time this year, featuring TV presenter Vogue Williams, who demonstrated different breakfast ideas to suit various morning routines. The videos received 40,000 views.

Karen Levy, marketing executive for the campaign, said: “Breakfast Week has been running for 17 years now and I’m always overwhelmed by the support we get each year. 

“It is so important for consumers to understand where their food comes from and support the growers who produce their food, and that’s why we encourage the whole supply chain to get involved.”