Brinner latest trend for consumers
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.