Masturbation - according to religious fundamentalist John Harvey Kellogg - was the greatest of evils. Luckily, he had invented the ‘cure’. Erm....breakfast cereal. That’s right, Tony the Tiger’s grandad believed that - in a world full of sins that needed erasing - a good bowl of cornflakes would help rub one out. (Ironic, really, given that the ingredients of his devil-fighting foods had historically been used to feed the ponies.) Anyway, as mad ideas go it’s up there with the best. And, much like the objects of Kellogg’s ire, it came to a sticky end. (Just ask anyone who's had both teenagers and cereal in the same house.) Now I am not one of those who thinks that breakfast is the most important meal of the day. But I really do think it can be one of the most enjoyable. Which is why I’m so excited about our new Breakfast section. From organic yoghurt and branflakes to mushrooms and bagels, our amazing producers’ vegetarian breakfast items aren’t just good. They're grrrreat! And the meat? It takes a lot of beating. NickPS - remember that delivery is free when you buy your bread, eggs and milkwith Wylde.