Firms selling everything from energy drinks to breakfast foods to artificial sweeteners (Splenda now comes with added fibre) are rushing to add miracle ingredients to their wares in the hope that the supposed benefits will entice customers.

ECONOMIST: The fad for functional foods

"School catering facilities may well move to an open all hours type of service, offering hot and coldd foods from breakfast to supper, " said Mr Wasson.

BBC: Canteen

The results, presented at the Neuroscience 2012 conference, showed the brain changed how it responded to pictures of high calorie foods, but not low calorie foods, when breakfast was skipped.

BBC: Skipping breakfast primes the brain to seek out fat

Paul Brown, brand president at Hilton, told Quest that Huanying offers services including Chinese foods on the breakfast menu, and guest rooms that come with green tea, slippers, and Chinese TV channels.

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Brain scans show that skipping breakfast makes fatty, high calorie foods appear far more attractive later in the day, according to researchers.

BBC: Skipping breakfast primes the brain to seek out fat

The shelves in H-Mart contain Chinese, Korean and Vietnamese foods, as well as American breakfast cereal.

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Vitamin D is a fat-soluble vitamin that occurs naturally in a limited number of foods, so fortified foods including milk, margarines and breakfast cereals and dietary supplements are the major source for most Americans.

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The researchers said skipping breakfast created a "bias" in the brain in favour of high calorie foods.

BBC: Skipping breakfast primes the brain to seek out fat

Due to my special diet, I shop exclusively at Whole Foods, which can be more expensive, but I also save by cooking breakfast, lunch and almost all dinners during the week.

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