Why does it feel like breakfast defines us more than other meals?

Are you a breakfast eater or do you roll out of bed 20 minutes before you need to leave, drink two coffees and don’t eat till midday?

The breakfast marketing hierarchy — at the top is people eating protein-enhanced, superfood, ancient grain bowls packed into fake coconuts. At the bottom is the breakfast skippers, who are basically in the same category as people who don't drink water or like dogs.

The social sphere has tricked us into thinking everyone is spreading cottage cheese on toast in the mornings. Who has time for that?! (Respect if you do have the time for that.) Don’t you think there too many options for toast now anyway? Can’t we just make toast buttery again?

Real ones know

Make Toast Buttery Again

Breakfast feels like a moral choice in a way other meals don't. The first decision we make of the day. It’s a ritual we embrace, stumble through or ignore entirely as we transition from sweet slumber to the horrors of being awake (getting on the bus and going to work).

Your breakfast is your morning mood in a meal. Are you the person who sits at a table to eat porridge? Are you snoozing your alarm five times then eating something vaguely edible at your desk? Chasing childhood comfort with sugary cereal? Or starting your day with a homemade green smoothie? (Show off.)

I’m not bitter.

Jealous I don’t have a juicer.

Breakfast food companies did a wicked job at convincing us what we eat before 9am defines our life trajectory (and that red swimsuits are a fabulous choice). It likely doesn’t define your life trajectory whether you eat porridge or toast but we’re here for this new age of breakfast food anyway, because the breakfast aisles were feeling dull and samey.

From on-the-go oats, to protein cereals, and snazzy granolas.

As human beings, we’re never just one thing, and our breakfast choices are situational. The people who survive on black coffee and desperation throughout the week are probably poaching eggs and making hollandaise from scratch on a Sunday.

Time is precious and context is important, but aren’t the best situations the ones where the rules evaporate entirely? In the airport at 5am. Perfect time for a pint. Easter. 10am chocolate egg. Long car journey. 8am drive-through anything.

Your breakfast doesn't define your character or productivity, and no matter what breakfast companies or influencers tell you, we are not all in competition to be the most “well” person. It's just a meal happening at a time between sleep and responsibilities.

Whatever your breakfast truth is — we support it. 🙏

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