Skipping breakfast and snacking on sugary and high fat foods could be fuelling the rising UK obesity rates in under 25s, a new survey reveals.
Cancer Research UK's survey of 2,000 people found that nearly half of young people aged 16-24 years miss breakfast, at least twice a week.
Some 85% o f under 25s admitted to snacking on high fat and sugary foods to keep mid-morning hunger at bay.
Among those who skip breakfast, more than a third cite lack of time.
Jane Wardle, director of Cancer Research UK's Health Behaviour Research Centre, said: "There is still widespread ignorance that being overweight or obese increases the risk of a number of cancers.
"We know obesity rates are rising in the UK and research has shown that this trend begins early in life.
"This survey reflects the worrying trend that too many young people miss breakfast only to resort to sugary and fatty snacks when they get hungry. These habits can be hard to break."
Amanda Hamilton, a leading UK nutritionist and supporter of the "Britain's Biggest Breakfast" campaign said: "A healthy breakfast is important as part of a balanced diet and is an excellent way to start the day.
"This campaign is a great way of showing both parents and kids that healthy eating isn't boring and hopefully will encourage families to sit down and eat breakfast together.