Breakfast is regarded by many as the most important meal of the day. A report published last year in the Express went so far as to state that Britons spent £13 billion a year on dining out at the start of the day. This means big business for both business owners and marketers alike with the constant demand for creating and capitalising on new product innovations and offerings.

The latest and most exciting food ‘invention’ is chocolate crumpets. A simple concept which undoubtedly makes us question why we hadn’t thought of this before. The newest food trend is making its way across Instagram and the contemporary media landscape.

Knead bakery in Stoke Newington were the pioneers of this potentially ground-breaking breakfast item and the crumpets, although being served for around a year have only now gained wider recognition from the media and general public when they began to be stocked in Selfridge’s food hall.

Crumpets are a much loved staple breakfast item and adverts such as Warburtons’ “the giant crumpet show” are continuing to increase sales of the bread. According to WPP market research network owner Millward Brown, the advert is regarded as the most successful Christmas advert of 2015.

However just two months ago, a report from Consensus Action on Salt and Health (CASH) based at Queen Mary University of London, highlighted the startlingly high levels of salt found in branded and supermarket own label crumpets. The study revealed that one Warburtons Giant Crumpet contains a higher content of salt than three packets of ready salted crisps.

Fortunately, with this new food trend making headway, it provides an opportunity for businesses to focus on lowering the crumpet salt content and thus marketing the product as a healthier option . It also encourages choice of innovative new flavours and product line ranges.

Watch the space, soon enough supermarket shelves in the UK will be filled with the breaded goods. If a simple ‘invention’ such as a chocolate crumpet can make the breakfast table, what’s the next culinary trend?