Former JLS member JB Gill has partnered with Kellogg's to back its Origins campaign, which aims to teach children where their food is grown, following a survey which revealed 16% don't know that vegetables are grown on farms, and 11% don't know that corn flakes are made from corn.

Gill, who now runs a farm, said 'I'm working with Kellogg's to capture the imagination of kids and tell them the story behind every box of cereal. I feel it is crucial young people have a better understanding of the origins of their food'.