Max, who created the 2 Meal Day weight loss plan that requires you to skip breakfast or dinner, said: "This well-worn saying stems from cereal companies getting you to buy their degraded products back in the early 1900s.
"Their strategies were so successful that almost everyone I speak to on the subject repeats the same two myths: that breakfast is the most important meal of the day and/or that skipping breakfast slows down your metabolism."
However Max, who has 32,000 Instagram followers, says there is little scientific evidence for this - and experts agree.
Dr James Betts, a senior lecturer in nutrition at the University of Bath, said that the so-called benefits reaped from eating a hearty breakfast don't stand up to scrutiny.
He told New Scientist magazine: "The problem is that these benefits although logical sounding, are largely assumptions based on observational studies and had never actually been tested.
"I was amazed when I started looking for evidence - I thought there would be a lot."
He's not alone either.
Professor Peter Rogers, a psychology professor at Bristol University specialising in nutrition, added: "Most of us could do with eating less.
"Given that it's probably the easiest meal to skip, maybe skipping breakfast occasionally could be that opportunity."
Max never eats breakfast, as he fasts for a 16-hour period between dinner and lunch the next day.
But that doesn't mean he never eats breakfast foods, and he often posts pictures of his meals of poached eggs and avocado and even pancakes on Instagram.
