Premier Foods is rebranding low-calorie bread Nimble as Hovis Nimble in a move designed to drive growth in the health sector at a time when consumers are focused on wellbeing.

● Nimble was originally launched in 1955. Last year, according to IRI figures, it enjoyed year-on-year sales growth of 38%, giving it a retail value of more than £15m.

● Hovis Nimble wholemeal, white and malted wholegrain loaves each have a rrp price of 75p.

Emmi Swiss Müesli classic yogurt is now available in handy single pots (150g) with spoons for consumers looking for a healthy on-the-go breakfast.

● The müesli blends fruit, cereals and friendly bacteria.

● Also available is Emmi's Swiss yogurt in strawberry and mango varieties, containing 15% fruit.

Onken is expanding its natural yogurt range with the launch of Natural Smooth.

● Made with whole milk and live bio cultures, the new product is being positioned as the "ultimate breakfast ingredient" to be poured over fruit or cereal or used in smoothies.

● The launch will be supported by a £500,000 advertising campaign in consumer magazines. There will also be sampling activity.

Warburtons is bringing back its fruity favourite, the Hot Cross Bun Loaf.

● Available now, the loaf is a mix of sultanas and currants in sweet and mildly spiced glazed bread.

● It weighs 400g and has a rrp of £1.30.

● Warburtons Fruit Loaf range includes Fruit Loaf with Orange and Raisin Loaf with Cinnamon.

● According to AC Nielsen figures, the Hot Cross Bun Loaf enjoyed year-on-year sales growth of 22.9% last year.

Olympic cyclist Chris Hoy is working with Kellogg's Bran Flakes to promote men's health.

● Kellogg's believes Bran Flakes can become the 'Special K for men' thanks to its taste and health benefits. And the company believes Hoy's association with it will help encourage men to eat the cereal.

● New press and TV ads show Hoy poking fun at other European breakfast choices.
The yoke's on them
According to the British Egg Information Service, the best advice for those trying to survive the morning after the night before is to get cracking. And that's because tucking into a plate of eggs after a big night out can do more than satisfy your tastebuds - it can also help fight a hangover. Research has found that cysteine, the amino acid found in eggs, counteracts the poisonous effects of acetaldehyde, the chemical produced by the body as it metabolises alcohol. The acetaldehyde is responsible for the headaches, nausea and other unpleasant consequences of drinking one too many.

Nutritionist Cath McDonald says: "The British Egg Information Service does not condone excess alcohol consumption, however on the odd occasion that a few drinks turns into a few too many, eggs

for breakfast will help you face the day ahead."