Oxfordshire Based Entrepreneur takes on the Breakfast Giants

Adrian Massey

Banbury-based entrepreneur and food-technology/nutrition expert Dr Adrian Massey has launched a campaign to help Oxfordshire shoppers/consumers understand the health risks of breakfast-on-the-go products.

After several years in corporate employment, Dr Massey left in October 2015 to fulfil his mission to make consumers much more aware of the risks of these breakfast on-the-go products and utilise his skills to develop his own very unique on-the-go breakfast products that really deliver in terms of health and convenience.

Dr. Massey dropped into Radio Horton’s weekly magazine programme, Live At Three, to inform patients about his endeavours. Massey, who currently makes the breakfast drink from his home kitchen, tells us: “It’s a milk-based drink, containing wheat oats and barley, which is a formula that doesn’t contain any sugar. We grind it very finely at a specialist manufacturer so when we blend with the milk, you don’t taste any excess, the texture is smooth”.

With the nation now even more focused on the effects of sugary products, Dr Massey has revealed just how bad the impact many of these breakfast replacement products could be for consumers who are unaware of what they contain.

Massey explains: “Breakfast biscuits and cereal bars are packed full of sugar, sometimes exceeding 40%! Whilst breakfast drinks are composed of watered down milk, then packed with sugar, loaded with additives and contain minimal or no cereal at all. Breakfast is the most important meal of the day, but the current range of on-the-go products just no longer reflect this”.

“With 1 in 3 people now turning to faster and more convenient breakfast products there is a crisis just waiting to happen. Breakfast manufacturers need to start taking this seriously and put the health of their consumers ahead of their profits.” – Massey

The risks of consuming such products on a regular basis include obesity, liver cirrhosis, diabetes and coronary heart disease. Fortunately, the government recognise this and have taken action by introducing the sugar tax, but it has not gone far enough. Products like cake and chocolate bars are exempt because they are seen as occasional snacks however nutritionally many on-the-go breakfast products actually have similar sugar levels.

Dr Massey elaborates further: “Did you know that many alternative breakfast products have sugar levels comparable to sugar dusted jam fill donuts? With 1 in 3 people now turning to faster and more convenient breakfast products there is a crisis just waiting to happen. Breakfast manufacturers need to start taking this seriously and put the health of their consumers ahead of their profits”.

Dr Massey was born in Oxford and currently lives with his family in Banbury. He started out his career in the food industry in 2001, after completing a degree in Food Science and Nutrition at Oxford Brookes University followed by a PhD. As the UK’s most cutting edge product developer he spent 14 years in corporate employment working for some of the largest food companies in the world and developing products under some of the biggest brands for both the UK and European markets. Dr Massey has amassed 38 patent applications and 29 granted patents across the world.

Dr Massey attended the ‘Spring to Life’ personal health promotion day, organised by the Oxford City learning disability team, at the OXSRAD centre last week to help educate people further and provide free samples of his new product. The product is currently stocked in the League of Friend Shop in Horton Hospital, The League of Friends Cafe in John Radcliffe and stores around Banbury following its recent launch.

For further reading about Dr. Adrian Massey’s new breakfast discovery, visit the website, cgodrinks.com

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