Not berry easy to spot! ‘Dopamine at Dawn’ challenge invites people to spot all four berries in breakfast brainteaser designed to boost mood in winter months
- The puzzle challenges people to spot one strawberry, one raspberry, one blueberry and one blackberry in the scene filled with dopamine-boosting activities
- Brainteaser is designed to spark dopamine production while also encouraging people to eat more berries at breakfast to boost our moods during darker winter mornings
- British Berry Growers, which represents 95% of British berry growers, has launched the brainteaser as part of its ‘Dopamine at Dawn’ campaign
For immediate release: Brits are being urged to boost their moods during the dark winter months with a dose of ‘dopamine at dawn’.
Dopamine is a natural ‘feel-good’ chemical in the brain whose release is triggered by everything from exercise, to problem solving, and the foods we eat.
To help people get a dopamine boost and help start the day right – especially during the winter months when our body has to work harder to produce this ‘happy hormone’ – British Berry Growers is encouraging the nation to add a handful of berries to their breakfasts.
The industry body, which represents 95 percent of British berries sold in the UK, has also released a brainteasing puzzle to challenge families to spot the hidden berries.
Completing a challenging task, like a puzzle, triggers a dopamine boost, according to experts. Berries such as strawberries, raspberries, blueberries and blackberries, are also rich in antioxidants, vitamins and minerals that support the body’s natural production of dopamine.
The four berries are waiting to be found among the busy scene of dopamine-boosting activities, including exercises like cycling, playing tennis and football, as well as being outdoors, enjoying nature, and spending time with family and friends.
The scene also shows people doing creative activities, which scientists have also linked to dopamine production, like reading, painting and listening to music.
It should take puzzlers less than 60 seconds to spot all 4 berries, with the quickest time set at 30.7 seconds.
One of the UK’s leading nutritionists, Rhiannon Lambert, BSc MSc Registered, award-winning nutritionist, explains: “On winter mornings, when days feel grey and routines are starting up again, adding berries to breakfast can be a simple way to bring a bit more enjoyment to the plate. Their vibrant colours and sweet flavour can help make breakfast feel more appealing at a time of year when motivation can dip.
“Beyond their colour and taste, berries also offer valuable nutrients. Blueberries, blackberries and raspberries provide fibre, vitamin C and a range of plant compounds such as anthocyanins and polyphenols, which may help to support gut health and overall wellbeing, as part of a balanced diet.
“Adding a handful of berries to breakfast is an easy habit that supports everyday nutrition while bringing a welcome splash of colour to winter mornings.”
Berries are also powerful supporters of brain health. Packed with antioxidants and vitamin C, they help fight oxidative stress, which is linked to memory decline and brain ageing. Experts have found that a handful of blueberries a day can help protect brain cells and improve communication between them, supporting memory and cognitive performance.
Recent research carried out by British Berry Growers found showed that – despite parents widely acknowledging breakfast is the most important meal of the day – children miss breakfast nearly seven times per month on average.
The parents polled also say their kids fall short of the recommended five-a-day fruit and vegetable intake on four or more days per week, while 9 in 10 expressed concern about the amount of sugar in their children’s diets.
With many children missing out on the essential nutrients needed to start the day well, experts are recommending small swaps like adding a handful of berries to your breakfast bowl to make a huge difference to their diets and their day.
Award-winning nutritionist Rhiannon adds: “Berries are a simple and enjoyable way to help children engage with breakfast. When nutritious foods are presented in a fun and visually appealing way, children are often more willing to try them and build positive eating habits.
“Starting the day with a balanced breakfast that includes foods like berries can help set children up with the nutrients they need to support normal concentration and energy levels throughout the morning.”
Nick Marston, chairman of British Berry Growers, added: “We want breakfast to be fun, interactive, and nutritious. Our ‘Dopamine at Dawn’ brainteaser is a playful way for children to engage with fruit, learn healthy habits, and start their day with energy.
“By making breakfast enjoyable and nutritious, we can help children develop a love for fruit and set them up for success, both at school and beyond.”
To find out more about the health benefits of British berries and how to add them to your family’s breakfast, find recipes, tips and interactive tools at lovefreshberries.co.uk.
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See the puzzle imagery here: https://www.lovefreshberries.co.uk/dopamine-at-dawn/
For more information, interviews and images please contact:
britishberrygrowers@sunnysideupcomms.co.uk
About British Berry Growers
British Berry Growers is the industry body for the British berry industry, which is worth £1.69 billion to the UK economy. Its members supply 95 percent of the berries (strawberries, raspberries, blueberries, and blackberries) in UK supermarkets. Formerly known as British Summer Fruits, British Berry Growers directs world-leading berry research, represents the interests of berry growers to the Government and funds Love Fresh Berries, a year-round consumer campaign that celebrates the taste, health and value of British berries.
References:
1 – Research by Goldsmiths University, London: gold.ac.uk/news/aha-moment-dopamine
2 – King’s College London- kcl.ac.uk/news/blueberries-help-improve-brain-function
3 – British Berry Growers – National Breakfast Charter – britishberrygrowers.org.uk/wp-content/uploads/2025/08/The-National-Childrens-Breakfast-Charter-Final.pdf