Brin­ner lat­est trend for con­sumers

Irish Examiner - Farming - - COVER STORY -

Brin­ner is the new food trend among con­sumers draw­ing the at­ten­tion of pro­ces­sors and their mar­ket­ing teams. Ac­cord­ing to Bord Bia In­for­ma­tion Spe­cial­ist Amy Bond, foods tra­di­tion­ally as­so­ci­ated with break­fast are now be­ing eaten through­out the day, some­times even for din­ner, which can then be known as brin­ner, and even later into the night.

This is due to con­sumers’ lives be­com­ing more hec­tic. They don’t have the time or en­ergy to pre­pare, or even eat, break­fast, lunch, and din­ner. Break­fast is of­ten pro­claimed the most im­por­tant meal of the day, but it is still usu­ally the first to be dropped when the pace of life be­comes too much. How­ever, of­ten peo­ple aren’t nec­es­sar­ily skip­ping break­fast, but sim­ply post­pon­ing it. Hence the growth of the all-day break­fast. McDon­alds in the US no longer lim­its its break­fast of­fer­ing to be­fore 10.30am. Ce­real cafés have also opened. A Kel­logg’s café in New York started as a pop-up but moved to a venue five times larger, with a much-ex­panded menu. Kel­logg’s hope this will help foster the idea of ce­real as a meal choice be­yond the morn­ing among Mil­len­ni­als and Gen­er­a­tion Z con­sumers.

The McDon­alds restau­rant chain has helped to pi­o­neer the Brin­ner con­cept.

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