In order to be successful, public health nutrition strategies requirethe active collaboration of all stakeholders in the promotion ofhealthy diet and lifestyle patterns. The food industry plays animportant role both in providing products that meet consumers' needsin terms of taste, convenience, quality, nutrition and value as wellas in communicating to consumers about the importance of goodnutrition, including the contribution of specific foods to abalanced diet. The food industry contributes to educational effortsregarding healthy diets and lifestyles both directly – throughproduct labelling, advertising, educational materials, on-linecommunications and information provided by Consumer Servicesdepartments – and indirectly, through active involvement andparticipation in educational programmes pursued in collaborationwith nutrition and health education authorities. Through ongoingdialogue with its consumers and research conducted on consumerknowledge and attitudes towards diet, the food industry can ensurethat communications developed are motivating and relevant toconsumers' lives. In this paper, the specific contribution of thefood industry will be illustrated through the promotion of healthyeating habits among children, focusing in particular on theimportance of the breakfast meal.