Work: the new cereal killer

In the Eighties, we were told that lunch was for wimps. Now it seems workers under pressure do not even have time for breakfast.

Research has uncovered the "deskfast" - where people eat the first meal of the day sitting at their desks rather than the kitchen table.

Cereals and traditional English fry-ups are being replaced by on-the-go foods such as cereal bars, fruit smoothies and muffins, according to a study by Datamonitor for Reuters Business Insight.

Even weekends are a breakfast-free zone now, author Daniel Lord found. We are more likely to opt for American-style brunches.

And it is not just workers who are being targeted in advertising campaigns for the latest breakfast foods. One in five new products - such as cereal bars and plastic cups of muesli - are aimed at children.

The market is worth billions of pounds, with cereals accounting for a quarter of total breakfast spending in the UK, compared to less than 10 per cent in continental Europe, where pastries still rule.

Mr Lord said: "British people still love their cereals and we have particularly embraced the new cereal bar. They fit with our lifestyles but make us think we are going for a healthy option. Children also like them because they seem exciting and that can make parents' lives easier."

He added: "People who eat breakfast at their desks want something that is not too messy or embarrassing, like kippers."

Office cafes are also a growth area in the breakfast market, with in-house canteens being replaced by outside caterers, Mr Lord said.

"Employers have realised they can encourage workers to come into the office earlier if they can entice them with an attractive breakfast option," he said. "The number of canteens operated by independent caterers is on the increase."

So what does the future hold for breakfast? Mr Lord believes the answer is vending machines, saying: "Within the next few years we can expect to see machines [that] will turn out a toasted sandwich or bagel."