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From sweet to savoury: the modern breakfast transformation
By Ayisha Koyenikan2026-02-12T11:26:00
Shoppers are shifting away from sweet offerings toward savoury breakfasts with functional benefits such as energy, gut health and immunity support, says Ayisha Koyenikan, principal strategist at Mintel Food & Drink
“Breakfast is the most important meal of the day.” This is one of the most successful marketing slogans ever, first popularised by Kellogg’s in the early 20th century.
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