“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.
It helped build a century-long orthodoxy focused on sweet, cereal-based breakfasts, and for decades, British breakfast choices barely changed.
However, the breakfast market is undergoing a transformation. The pursuit of global flavour adventure, combined with a more flexible approach to mealtimes, is accelerating the shift away from sweet offerings toward savoury breakfasts with functional benefits, like energy, gut health and immunity support.
Against this background, we’ve identified three breakfast favourites which are set to take on a savoury twist in 2026.
The shift from sweet to savoury
Move over ‘swavory’ mushroom coffee and turmeric lattes. The next wave of functional brews is going fully savoury, with bone broth and soup-based coffee drinks emerging.
Such drinks provide a low-sugar, flavourful, and energising start to the day that would appeal to the half of UK coffee drinkers seeking coffee products with non-sweet flavours. In a nod to this trend, Starbucks Japan unveiled the Soupuccino in November 2025, featuring a truffle-scented mushroom, bacon and vegetable bouillon with a foamed milk topping.
For years, there has been speculation about whether savoury porridge, popular across Asia, would take off globally. In India, savoury oatmeal is a common dish, while congee (rice porridge) is a breakfast staple throughout northern and southeast Asia. These bowls are often topped with ingredients like miso, soy sauce, eggs, chilli and vegetables.
With Asian cuisine’s rising popularity in the UK, and a growing appetite for less sweet, more nutritious breakfasts, the time could be right for savoury porridge to go mainstream. Brands can learn from Gamsa Foods’ Korean-inspired porridge. Launched in the US, it’s flavoured with toasted sesame, a hint of garlic and tamari for a rich taste.
Aligning with the trend toward functional nutrition, breakfast items featuring savoury yoghurts (including labneh, kefir and skyr) are set to gain traction.
Yoghurt is a versatile ingredient in global savoury dishes, embraced in foodservice with options like Turkish-style eggs and trending on social media as high-protein yoghurt bowls with Middle Eastern or Mediterranean flavours. Despite its popularity, retail offerings remain limited.
In 2026 and beyond, versatility will be key. Savoury breakfasts aren’t just for mornings, they’re all-day, all-purpose meals. Their flexibility makes them ideal for on-the-go, rule-breaking consumers who crave convenience and comfort at any hour. From congee to herb-infused yoghurts, these innovations respond to the rise of clean eating – and give brands an opportunity to engage consumers seeking healthier, more exciting breakfast options.
Ayisha Koyenikan is a principal strategist at Mintel Food & Drink
No comments yet