Starting the day with a healthy breakfast is vital for both physical and mental well-being, providing the energy and nutrients needed to kickstart the day, improving focus and productivity and aiding in weight management by keep the hunger pangs at bay. And the early morning offering looks different for everyone. Are you a granola fanatic, or an avocado and eggs on toast lover? Perhaps you prefer a functional breakfast bar or a protein packed smoothie?
Whatever your chosen meal is, breakfast in 2024 is no longer just about filling up or rushing out the door. The meal once dominated by sugary cereals and greasy fast food has embraced a new era – one that prioritises health, sustainability and functionality.
From gut health to environmentally conscious ingredients, to building a sense of community around the most important meal of the day, brands are transforming what breakfast can—and should—be.
A Plant-Based Movement
Founded by twins Steve and Dave Flynn, The Happy Pear’s mission is simple: to make healthy, plant-based living accessible and exciting for everyone. What began as a small vegetable shop in Greystones, Ireland, in 2004 has blossomed into a movement encompassing six best-selling cookbooks, online courses, a café, a regenerative farm and most importantly, a community.
“We believe that community is one of the cornerstones for a good life and it is a really integral part of The Happy Pear’s mission,” comments Steve and Dave Flynn, The Happy Pear founders. “If people can come together to enjoy healthier food rich in plant-based ingredients, i.e. eat well, feel good and live better then we will see a healthier nation, a healthier planet and happier communities.”
The Happy Pear’s story is rooted in the belief that small, sustainable changes can lead to big, positive outcomes. Through its farm-to-fork approach, The Happy Pear ensures that every product they create is not only nourishing but also produced sustainably. Their regenerative organic farm in Kilcoole, County Wicklow, is a hub of innovation, where over 40 crops are grown using no-dig and minimum-till practices. This method not only reduces carbon emissions but also improves soil health and biodiversity, which is crucial for maintaining long-term food security.
The Happy Pear’s commitment to sustainability is most evident in their product offerings. Their range of plant-based foods is not only designed to improve physical health but also to reduce environmental impact. The brand’s popular line of plant-based products—including cereals, porridge, and smoothies—incorporates organic ingredients sourced from their farm, ensuring the freshest, most nutrient-dense foods available. After finding success in Ireland, the company have recently launched their range of high fibre granolas and refreshing Vita Vibe vitamin drinks over here in the UK.
“The move into the UK market represents a natural progression for us. We have built a successful market for our branded goods in Ireland and look forward to replicating this success in the UK.
“Our mission has always been to help people to eat more veg. In the UK, typically, 9 out of 10 people are deficient in fibre which you will only get from plant-based foods and our products make it easy and accessible for people to do this.
“In today’s society, so many people are time poor and breakfast is often the meal that is overlooked or skipped. Helping consumers identify a convenient breakfast product that is still healthy is definitely the way forward to encourage a good approach to nutrition and wellbeing.
“The Happy Pear’s granolas are based predominantly around whole plant foods, and according to the American Good Project, the recommendation for consumers is to eat 30 different plant based foods per week. Each granola typically contains 6-10 different plant-based ingredients. By offering a convenient healthy product with high fibre content, consumers will feel satiated and less likely to snack on unhealthy foods.”
From kitchen table to breakfast revolution
Another company championing community through breakfast is Rude Health, who’s mission to create food that’s both delicious and nutritious started in 2005. What began with mixing their Ultimate Muesli at their kitchen table has since expanded into a diverse range of dairy-free drinks, cereals, and snacks. Today, Rude Health is known not only for its irresistible products but also for its uncompromising commitment to sustainability.
The brand’s ethos revolves around a simple idea: food should be good for you and the planet. Its dairy-free drinks—including almond, oat, and hazelnut varieties—are made with only the highest-quality ingredients, free from artificial additives, preservatives, and emulsifiers. “At Rude Health we have always believed that you get the best of a natural ingredient if you leave it as whole and un-processed as possible,” says Sam Maguire, Head of Marketing at Rude Health. “That way you are tasting the full goodness created by nature. Not to mention all the added benefits of fibre and micronutrients that will be more present in whole foods. We simply don’t think it’s necessary to overly process such amazing ingredients.”
“Each natural ingredient that we use to make milk alternatives has specific challenges based on their natural nutritional make-up. For example, almonds are high in fat and protein and so if you add almond milk to a hot and acidic coffee, for example, you might get splitting. Therefore we have to be very selective of the type of almonds or oats we use, and use the correct amount. Sometimes it’s completely impossible to avoid splitting, however we very proudly call that out on pack to reassure our customers that it’s a result of using real natural ingredients.
“The idea for creating our drinks came about when we were sampling our cereals and people were increasingly asking for alternatives to milk. We didn’t think the options available at the time matched up to the quality of our cereals – their approaches to ingredients and taste were very different. So we decided we needed to create our own versions that could mean people choosing dairy alternatives had options that were delicious and made with only ingredients you could find in our kitchen cupboard (the same approach we took when creating our cereals).”
In their London café, Rude Health brings their ethos to life. Seasonal, organic produce is transformed into vibrant dishes, while surplus food is composted or donated. The café exemplifies how sustainability can extend beyond products to create a greener community.
“The cafe is run with the same ethos as the rest of the business – making the healthy choice a celebration not a sacrifice. That means food and drinks that are both nutritious and also tasty. For us, it’s not about denying yourself or restricting your diet – it’s about having a healthy balance of great quality food and drink sourced from the right places. So we aim to use organic where we can for our food and we use Caravan coffee who work directly with coffee growers to empower them, with a particular focus on female workers.”
Ancient grains for modern guts
Gut health has been big news for a while, as more and more research links digestive health to our overall wellbeing. Many breakfast products aim to support a healthy gut microbiome through a combination of probiotics, prebiotics, and fibre.
Masago Porridge is a breakfast brand that draws inspiration from the past while meeting the needs of today’s wellness-focused consumer. The company’s Sorghum Superfood Porridge harnesses the power of sorghum, a gluten-free, anti-inflammatory grain that has been a staple of East African diets for thousands of years. Revered for its ability to support digestion, boost energy, and stabilise blood sugar levels, sorghum is now gaining recognition as a superfood for modern times.
“Our journey began when I rediscovered this childhood breakfast while struggling with gut issues in my twenties. This ancient recipe, which had been a staple in my family for generations, helped me heal, and now we’re sharing its gut-health benefits with the world through Masago Porridge,” explains Mahad Mohamed, Director at Masago Porridge.
“Sorghum has been a staple in East Africa for generations, and it played a significant role in my childhood. My grandmother, who still runs a sorghum farm in Somalia, always emphasised its incredible benefits for gut health, which she believed was the foundation of overall well-being. Her wisdom inspired me to make this ancient, nutrient-rich grain the base of Masago Porridge, blending tradition with modern nutrition to promote lasting health.”
Masago Porridge combines sorghum with other nutrient-dense ingredients like chia seeds, flaxseeds, almonds, and cashews, creating a low-glycaemic, high-fibre breakfast that’s not only delicious but also incredibly good for gut health. “The 8 plant-based prebiotics in Masago Sorghum Superfood Porridge work together to nourish beneficial gut bacteria and support a healthy microbiome,” Mahad continues.
“Sorghum provides resistant starch that promotes the production of short-chain fatty acids (SCFAs), reducing inflammation. Chia seeds and flaxseeds are rich in soluble fibre, aiding digestion and increasing healthy bacteria like Bifidobacteria. Oats contain beta-glucan, which fuels beneficial bacteria and supports gut health. Almonds and cashews add fibre and healthy fats, enhancing the diversity of gut flora and promoting a balanced microbiome. Together, these ingredients help improve digestion, support immunity, and contribute to overall gut health.”
Fearne & Rosie Strawberry Preserve
Fearne & Rosie
www.fearneandrosie.co.uk 
British jam makers, Fearne & Rosie, are on a mission to spread goodness with their range of great tasting jams that are big on fruit and even bigger on flavour! Helping everyone to eat a little healthier, these Great Taste Award-winning spreads are deliciously crafted with whole fruits, with each jar bursting with 70% more fruit and a whooping 40% less sugar than standard Jams. The flavours include Strawberry, Strawberry Super Berry, Raspberry and Blackcurrant, with each delicious jam proudly featuring only 100% natural ingredients and containing absolutely no concentrates or palm oil. A fine fruity fit for all the family and perfect for spreading, stirring, baking and dolloping – there’s never been a better time to get your jam on!
High Protein Cereal Peanut Butter
SURREAL
www.eatsurreal.co.uk
Peanut flavour soy protein hoops with sweeteners. Surreal’s high protein cereal tastes just like your childhood faves – with none of the junk. High protein – 13g per bowl, Zero sugar per serving – and still super tasty. Vegan and gluten free. Surreal have taken the cereals you loved as a kid and given them grown up reboots. Their Peanut Butter cereal has more protein than you can shake a spoon at – and zero sugar per serving. It’s the perfect breakfast (or midnight snack) for your inner child.
Alara Organic Oat Bran
Alara Wholefoods
www.alara.co.uk
What would you want from your perfect breakfast? To be delicious, healthy and easy, while keeping you full till lunch, sugar free, organic, plastic free and perhaps even with an extra boost of superfoods? If so, look no further.
To create the perfect breakfast, we started with wholegrain oats and barley. Added a generous mix of amazing seeds. We mixed them with a comprehensive array of powerful super foods, each with its own unique nutritional benefits, all packed with antioxidants, vitamins and minerals. Help your body, brain and skin to be healthy and radiant by providing the vital nutrition and an active lifestyle.
CRAVE Crunchy Peanut Free P’Not Butter
CRAVE Free From
www.cravefreefrom.co.uk
P’Not Butter is a luscious and crunchy alternative that cleverly emulates peanut butter. However, unlike traditional peanut butter, it is made entirely from sunflower seeds. Why this departure from the norm? Well, consider this: peanut allergy affects approximately 2% (1 in 50) of children in the UK, and this number has been on the rise in recent decades. Lactose free, milk free, nut free, gluten free and suitable for vegans. It’s our crunchy, peanut free, P’not butter
Bonsan Organic Breakfast Scramble
Bonsan
www.bonsan.co.uk
Elevate your breakfast game this Veganuary with Bonsan Organic Breakfast Scramble!
Made from organic tofu and a subtle blend of spices, this versatile egg replacement is naturally high in protein and a guaranteed winner for vegans and non-vegans alike. Simply heat and serve with smashed avocado on freshly toasted sourdough or get creative with plant-based breakfast tacos, for a delicious and satiating morning meal. You won’t miss eggs with this nutritious plant-based scramble!
Organic Super Seed Bread
Biona
www.biona.co.uk
This new Biona Super Seed bread is a delightfully tasty, protein rich, sliced loaf, containing fibre-packed oat kernels and 30% of nutritious seeds, including Sunflower Seeds, Flax Seeds and Pumpkin Seeds. The bread maintains its natural freshness without the use of artificial additives, preservatives, wheat, yeast, sugar or chemical pesticides, making it a wholesome and nutritious alternative to the traditional loaf. Finally, because its pre-sliced, it’s the perfect choice for time-poor and health-conscious consumers to eat on the go for a filling and speedy meal or snack. With over three million UK consumers now actively avoiding ultra-processed foods, Biona’s new Organic Super Seed bread is a smart choice for those looking to steer clear and embrace clean eating.
