Olympic gold medallist and world champion Victoria Pendleton is encouraging working mothers to eat breakfast, as part of a Breakfast at Tiffany's inspired advertising campaign for Hovis Bakery.
According to research conducted for Hovis, a quarter of British working mums "regularly forgo breakfast" and even those who eat it typically spend less than five minutes doing so.
Nearly half claim they don't have time, while a smaller proportion (one in seven) say they skip breakfast to try to lose weight. But most (86 percent) also admitted to snacking in the morning because they were hungry, with 44 percent of those snacks being unhealthy (cakes, crisps, chocolate bars and biscuits).
Pendleton said: "A substantial breakfast is a vital part of my training so I make sure I never skip it. I can't perform at my best either physically or mentally without a good start to the day and I would certainly not be able to achieve my long-term training goals."
Hovis Wholemeal Breakfast Week runs from 12 to 19 April.
You can watch a YouTube behind the scenes clip of Victoria Pendleton re-creating the Audrey Hepburn Breakfast at Tiffany's look for Hovis here: