Trend of the week: Adventures in Breakfast

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Andrew Wardlaw

03 Feb, 2022 | 1 minute

Breakfast has evolved!

Whilst the debate over whether breakfast is the most important meal of the day continues, inventors are busy creating exciting new ways for us to start the day.

The pandemic has upended multiple meal occasions in recent times, and as we move into this post Covid era, WGSN, the world’s leading trend forecaster, anticipates ‘showstopping pastries’, ‘global inspirations’ and ‘breakfast beverages’ to keep breakfast on people’s radars.

At MMR, we expect 2022 to be defined by a more experimental consumer. The YOLO mindset will impact more consumption occasions. With this in mind, let’s take a tour of some recent product launches that are sure to tickle your early morning tastebuds.


In 2021, Kellogg’s Pop Tarts paired with Banner Butters to create breakfast kits with sweet butters.

Otherworld has been expanding its range of pancake mixes to suit the breakfast occasion.

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AE Granola Family Shot

Health is also making its presence more obvious. Alter Ego has launched a range of granola cereals that are sweetened with date powder and monk fruit.

WGSN is backing a new wave of breakfast beverages. Hot on the heels of Brewdog’s Almond Stout comes Acid League Breakfast Tonic (Canada) and The Pickle House Spiced Tomato Mix (U.K).

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While tastes are undoubtedly going global, there is also room for more local propositions that boast better eco-credentials, such as Pure Delish’s Local As Granola (New Zealand).

With breakfast options opening up, now is the time to consider how you can help consumers power on, health up, go global, go plant-based or simply try something new. It is a time to be bold.

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