Food Entrepreneur - May 10, 2022 - 4

FOOD ENTREPRENEUR®
Breakfast
reimagined
The category is long
overdue for a shakeup
BELGIAN BOYS
BY NATALIE SHMULIK
T
raditional breakfast fare no longer serves current lifestyles,
which increasingly value health, freshness and a
mindful experience. It's time for the industry to redefine
breakfast to meet consumers' evolving needs. While some have
begun pushing long-static breakfast boundaries, there is room
for growth and innovation. Brands need to reevaluate the category
as an opportunity to explore international cuisines; bold,
savory flavors; fresh ingredients - and beyond.
Breakfast foods have been migrating into
other meal dayparts, from lunch and dessert to
anytime snacks. At the same time, the pandemic
has rewired the social consciousness
around work-life balance, health and mental
wellness. These shifts have prompted a
reevaluation of the purpose of breakfast and
a necessary reframing of the category from a
rushed inconvenience to a more meaningful
experience. Beyond " breaking the fast "
with a caffeine-and-sugar jolt, consumers
want to start their day with a nourishing
morning ritual that sets them up for success.
As Ashley Thompson, founder and chief
executive officer of ready-to-eat oats brand
Mush, points out, " If you win your morning,
you win your day. "
Ms. Thompson participated in The Hatchery
Chicago's recent panel presentation, " Reimagining breakfast, "
along with Anouck
Gotlib, CEO of Belgian
Boys, a maker
of sweet snacks and
frozen breakfast offerings;
and Yuta Katsuyama,
co-founder
of Kororin, operator
of a cloud kitchen
restaurant that delivers
Japanese onigiri
in Chicago. These
entrepreneurs are
finding creative ways
to redefine the morning
meal and become
40
Food Business News
part of a complete breakfast in a flexible, customizable way.
While " the onus is on the food and beverage industry to
Mush promotes a
provide better options, " said Ms. Thompson, it's equally important
to leave room for choice. Mush's health-conscious oatmeal is
served in a compact 6-oz format that may be eaten on its own or
paired with sides for a more substantial meal.
Part of the new breakfast experience is
taking the time to enjoy it. Ms. Gotlib set out
to do just that, by bringing consumers a
taste of the joyful Sunday breakfasts of her
childhood in Belgium. Belgian Boys' readyto-eat
waffles, breakfast crepes and bite-size
pancakes replicate a special-occasion meal
- packaged in a convenient heat-and-eat
format. The products are sold not in the
frozen section but in the refrigerated aisle
alongside other fresh morning staples, like
milk, eggs and butter.
" Why make people walk across the
clean eating experience
in a convenient
packaging format.
MUSH FOODS
store to buy frozen products for breakfast? "
Ms. Gotlib said.
Beyond reimagining familiar favorites, there
is an opportunity to push the frontiers of this newly
defined breakfast space with diverse international
cuisines, umami and spice. Still, lifelong eating habits
can be hard to break. When Mr. Katsuyama launched his
business selling Japanese rice balls two years ago, he began
serving them for lunch and dinner. While the handheld onigiri
are convenient and well-loved breakfast staples in Japan, the
savory bite may be a leap for Americans used to having a sweet
treat with their morning cup of joe. However, with time and
education, Mr. Katsuyama hopes to continue bringing onigiri to
breakfast tables and morning commutes across America.
The breakfast category is long overdue for a shakeup, and
Natalie Shmulik is the chief executive officer
of The Hatchery Chicago, a food and beverage
incubator. Email editor@sosland.com.
consumers are hungry for substantial, nutritious and savory
foods to optimize their days. Entrepreneurs should seize this
opportunity to experiment beyond the traditional boundaries
of the morning meal. Building on unique flavor profiles and
offering innovative, satiating and easily customizable foods
will position brands for quick adoption and growth. As globally
minded consumers expand their palates, breakfast has a real
opportunity to reclaim its crown as the most important meal of
the day. ▪
May 10, 2022
Food Entrepreneur - May 10, 2022

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