Coca Cola's plan to encourage people to ditch tea or coffee for smoothies and juices at breakfast About a quarter of all drinks are consumed before 10am, report says Atlanta-based company looks at making breakfast an area for growth Drinking of sodas is falling in developed countries over weight fears Coca-Cola wants Britons to swap their morning cuppas for its smoothies and juices, in a bid to boost sales it has emerged. The company's main bottler in Europe - Coca-Cola Enterprises - issued a report last week that identifies a variety of ways it can increase sales over the next five years in the United Kingdom. One category entitled "Complete the Meal" notes that breakfast is often referred to as the most important meal of the day, with about a quarter of all drinks being consumed before 10am. Swap: One of the strategies Coca-Cola's main bottler in Europe is targeting to boost sales in the United Kingdom is to get people to swap tea or coffee for juices and smoothies with breakfast The report asks: "How do we motivate people to make soft drinks, like smoothies, juices and other on-the-go products, part of their morning ritual in the same way as tea or coffee?" The Atlanta-based company said in a statement that it was referring specifically to smoothies and juices in suggesting breakfast as an area for growth. The optimistic report comes as the consumption of fizzy drinks has been fading in developed countries such as the U.S. amid concerns they fuel weight gain. To combat criticism, Coca-Cola began airing TV ads this year to explain how it is fighting obesity. The firm and its rival Pepsi are also working on better-tasting diet sodas that use natural sweeteners. Although fizzy drinks remain the flagship brands for both companies, they have also been looking to sell more of other products such as sports drinks and bottled waters. Falling: The optimistic report comes as soda consumption has been fading in developed countries such as the U.S. amid concerns they fuel weight gain The "See the Opportunity" report issued by Coca-Cola Enterprises also notes that there are no soft drinks in the United Kingdom designed as "relaxation" drinks, as there are in Japan and the U.S. How do we motivate people to make soft drinks, like smoothies, juices and other on-the-go products, part of their morning ritual in the same way as tea or coffee? Coca-Cola Enterprises report Without specifying any brands, it notes that drinks containing melatonin are expected to exceed 300million litres of consumption in the U.S. by 2014. Other ways to increase sales include making soft drinks a pick-me-up at work or providing the right range of packages at the right prices for teens at places such as the cinema, the report says. It also notes that the "Daytime At Home" category is largely untapped for the fizzy drinks industry, with tap water and hot drinks being the most common beverages at home. The report notes that people want to be more healthy by drinking more water but that soft drinks can offer "refreshing, health and tasty alternatives."