RESEARCH by Bolton bakery Warburtons has revealed that Brits no longer believe breakfast is the most important meal of the day.

One in five parents admit that their average weekday breakfast consists of pastries, chocolate and even crisps.

More than 40 per cent of parents say their child starts each school day with sugary breakfast options such as pastries and chocolate.

The findings, which come ahead of National Breakfast Week, aim to highlight the importance of family heart health.

Victoria Taylor, senior dietician at the BHF, said: “Breakfast is a great opportunity for people to start the day well. There’s a job to be done in terms of helping parents see the importance of a good breakfast for themselves as well as their children.

"A nutritious meal doesn’t have to be a time consuming to prepare. Wholemeal toast, porridge or wholegrain cereals, low-fat yoghurt and fruit are all great options that are quick and easy to prepare and can be enjoyed by the whole family.”

New "donation packs" of Warburtons wholemeal went on sale this week.

For every loaf of Warburtons wholemeal sold, 5p, will be donated to the British Heart Foundation (BHF) as part of Warburtons pledge to raise £1 million and help keep British families hearts healthy.