Adverts for sugary breakfast cereals will also disappear from pre-watershed television screens, with granola, muesli and "porridge oats, including instant porridge and other hot oat-based cereals" all classed as "less healthy" food.

When the ne’er-do-well scion of a Russian oligarch sows his wild oats a little too enthusiastically with New York stripper Ani, some serious people are summoned.

If I stay home, I like overnight oats.

They had just four table spoons of oats for breakfast, shared a bag of peanuts on a six-hour hike and then ate lentils in the evening when they could not catch fish.

A typical day for Mr Head starts with a healthy breakfast of jumbo oats and wheatgerm, mixed with chai seeds.