How Breakfast Became the Biggest Marketing Success Story

You’ve likely heard it a thousand times: “Breakfast is the most important meal of the day.” In fact, this idea is so ingrained in our culture that an estimated 97% of Brits believe it, with many of us choosing to start our mornings with a bowl of cereal, toast, or eggs, following what’s become a routine part of our daily lives.

But what if we told you that the phrase "breakfast is the most important meal of the day" is, in fact, nothing more than a marketing slogan - and one of the most successful marketing stories of all time?

The Breakfast Lie: Marketing at Its Best

The idea that breakfast is the “most important meal” is not backed by science. There is no definitive evidence to suggest that eating breakfast holds any particular nutritional advantage over other meals. Some health experts argue the opposite, that fasting or skipping breakfast can have benefits for our health.

So how did breakfast, once frowned upon, become part of 97% of Brit's morning routine?The answer lies in clever marketing, and it all started with Dr. John Harvey Kellogg in the 19th century.

The Birth of the Breakfast Slogan

Kellogg, the man behind the famous breakfast cereal brand, understood the power of branding. His slogan, “Breakfast is the most important meal of the day”, was created to promote his new breakfast cereal products.

This marketing campaign worked wonders. By embedding the idea that breakfast was crucial for health, Kellogg successfully created a new cultural norm that went on to shape our eating habits for generations. Over time, other breakfast brands followed suit, and breakfast became not just a meal but a necessity.

The Marketing Power Behind Breakfast

Kellogg’s strategy didn’t just focus on making a quick sale; it sought to change people’s psychology around food. By turning breakfast into an essential part of daily life, marketers tapped into deep-rooted emotional triggers. The association between breakfast being "the most important meal of the day" and good health was so strong that people began to feel guilty for skipping it, regardless of whether they were actually hungry.

Today, breakfast is marketed as not just a meal, but as a vital part of a healthy, productive lifestyle. The cereal aisle in supermarkets is filled with an endless variety of options, each promising to kick-start your day with energy and nutrition. Breakfast has become a habit, ingrained so deeply in our routines that many people eat out of emotional satisfaction rather than actual hunger.

The Result: A Marketing Masterclass

The success of Kellogg’s breakfast cereal and the campaign behind the “most important meal of the day” slogan is a testament to the enduring power of clever marketing. What began as a simple idea to sell a product has transformed into a global phenomenon, one that continues to shape our food habits today. Kellogg’s alone reported a net income of $110 million in 2023 from their breakfast cereal sales, showing just how lucrative the breakfast market has become.

The Takeaway: The Power of Marketing

The story of breakfast highlights the incredible impact marketing can have on our daily routines and how we think about products and needs. By embedding meaning into breakfast, marketers have not only shaped consumer behaviour but also created lasting habits and emotional connections that endure across generations.

Breakfast may not be the most important meal of the day, but it’s certainly one of the most successful marketing ideas of all time.