Don't you just love emotional blackmail? This instructive ad, which includes the famous Fay Weldon line "Go to work on an egg.", also includes the line "...children who start the day with a proper cooked protein breakfast feel, look and behave so much better than those who don't." This reminded me of the famous line from Brass Eye: "That is scientific fact. There's no real evidence for it, but it is scientific fact."

Although some studies have certainly found that breakfast is beneficial for overall health, there's no suggestion that a cooked protein breakfast is necessary. If you're interested in what you should eat for breakfast, take a look at the British Dietetic Association's advice.

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