What’s for breakfast? The increasingly all- day offering that’s experiencing a resurgence.

What’s for BREAKFAST?

Regarded by many as the most important meal of the day, breakfast is experiencing a resurgence with the sector’s suppliers presenting cafés and coffee shops with appealing products and ideas to help draw customers in and meet redefi ned demands.

BLURRED BOUNDARIES

“With many consumers well and truly in the routine of hybrid working, foodservice strategies are adapting accordingly,” observes Kate Sykes, marketing manager, Lantmännen Unibake UK, whose brands include Schulstad Bakery Solutions (ready glazed Danish pastries, Viennoiserie, sweet treats, continental savouries, speciality, and French breads) and Americana (fast food breads, including premium and classic burger buns, baps and hot dog rolls).

“There are now blurred boundaries when it comes to breakfast. Clockless eating, as the requirement to commute diminishes, has led to breakfast being eaten later in the morning. This means that the sale of more snack-sized breakfast items is on the rise and there has been an expansion of traditional breakfast items into other day parts.

“As such, sweet treats such as Danish pastries are becoming more of a breakfast staple for many, but especially in cafés and coffee shops, with our research showing that they are most likely to be consumed in these venues (Lantmannen Unibake UK - Opeepl - Danish and French Pastry Marketing Research - June 2021 data).

“A major motivation for consumers when it comes to choosing a breakfast item from a café is the ability to pair it with a drink that elevates the overall experience. Almost 96% of consumers consider purchasing a sweet pastry with a drink according to our research, as well as 66% of consumers habitually pairing these items together at least once a week (Schulstad Bakery Solutions research - Opeepl – Thaw & Serve – February 2022). So, pairing these items together for breakfast provides the perfect opportunity to encourage incremental sales.

“And while encouraging increased dwell time is a tried and tested way to secure incremental sales, another key opportunity at breakfast is the grab and go market. Offering individually wrapped sweet pastries at the till, for instance, provides the perfect grab and go solution and helps to encourage incremental sales at the point of purchase.”

CREATIVE BAKERY

“The popularity of artisanal cafés with their own bakeries has seen a big growth in experimenting with different breakfast products that push the boundaries in both format and fl avour,” reports Jacqui Passmore, marketing manager UK and Ireland at Dawn Foods.

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“Hybrid bakery products such as cruffi ns (a muffi n made with croissant dough), baissants (a sweet or savoury bagel made with croissant dough) or cronuts (a croissant/donut cross) are right on trend as sweet breakfast treats. They offer a great foundation for exciting fi llings and ‘loaded’ toppings – cream, fruit fi llings, drizzles, caramels, chocolate, even branded chocolates and biscuits.”

Dawn Foods’ new all-natural fl avour Whole & Ancient Grain Cake Mix can be used to create some delicious texturefi lled sweet breakfast bakes to appeal to consumers’ preference for ‘better for you’ sweet bakery products, they propose, as well as tap into the current trends for grains, seeds and rustic fl ours.

With quinoa, buckwheat and spelt, Dawn’s new multi-purpose Whole & Ancient Grain Cake Mix, part of the Dawn Balance portfolio, offers an easy to use product and can make a variety of sweet bakery products, including muffi ns, loaf cakes, cookies, cake bars – even waffl es and shortcrust pastry – they claim.

Dawn has recently also partnered with Maple from Canada, whose development chef, Olivier Briault, has created Maple BTL Cronuts using Dawn’s Whole and Ancient Grain Cake Mix as the foundation, then generously fi lling the cronuts with crisp bacon, fresh tomato, ketchup and maple syrup for a tempting sweet-savoury combination.

Dawn Foods’ Whole & Ancient Grain Cake Mix can also be used to make waffl es with added texture and visual appeal. Easy to prepare, waffl es can give the café operator the opportunity to personalise with toppings, such as blueberries, bananas, peanut butter, chocolate and even crushed biscuits. Their new Delifruit Classic Superfruit Filling, containing redcurrants, cherries, blueberries, cranberries and pomegranates complements the Whole & Ancient Grain Cake Mix and helps to make a colourful topping for waffl es, along with a swirl of healthy Greek yoghurt, they suggest.

LEISURELY

More time at home during lockdowns revealed the joy of a leisurely breakfast, and a chance to create a more considered meal than the hasty bowl of cereal or uninspiring slice of toast that time would have afforded before heading out the door. So, it makes sense that when industry and workplaces re-opened, interest for such breakfast occasions spread from the home to out of home.

“The demand for familiar, comforting foods during the pandemic hailed the return of the cooked breakfast, sausages proving to be a particular favourite,” says Charles Coleman, sales director at The Sausage Man.

Research from Mintel (Temporary Slowdown In Meat Reduction Trend As Processed Meat Sales Boom, January 2021) indicated that ‘sales of processed meat products, including processed poultry and red meat main meal components have skyrocketed by 18% during 2020 and are estimated to be worth £3.7 billion. Breakfast and barbecue favourites, bacon (+18%), sausages (+20%) and burgers (+26%), all benefi ted from the rise in scratch cooking and a shift towards eating at home.’

“Consumer desire for premium quality foods made from high quality ingredients is here to stay, and the lure of global cuisines has been steadily building – especially as travel has been off the cards for some time,” Charles Coleman continues.

“We have become a nation of foodies with a keen curiosity for new fl avours, and our younger, digitally driven, generation have embraced better food offerings, showing interest for regional specialities that not only taste good, but are also produced with care and preferably instagrammable too!”

Specialising in the fi nest German charcuterie sourced from award-winning butchers across Germany, The Sausage Man has become known for a varied selection of regional gourmet sausages, many of which make a perfect breakfast offering with their authentic recipes lending well to the breakfast occasion. They recommend Bratwurst Original Nürnberger Mini sausages - famous across Germany with a history of almost 500 years. These pork-based sausages are seasoned with marjoram and traditionally grilled over a beechwood fi re for a smoky fl avour.

A DESK READY BREAKFAST

Infl uenced by the ‘overnight oats’ trend, Oatsu is a new plant-based breakfast opportunity setting out to offer a portable, all-natural snack that stops discerning time poor, commuters at risk of relapsing back into bad snacking habits as they slowly return to offi ce life.

Launched early in 2022 in Choc Peanut, Blueberry & Apple Cinnamon and most recently Banana Biscoff variants, it is already making positive waves within the capital with online supermarket Jiffy having announced recently that Oatsu provides their fl eet-footed operation with its fi rst and third most popular breakfast options.

At its simplest, overnight oats has come to represent the very antithesis of traditional sugar-laden cereals, set in their ways porridges or curious liquid alternatives - a substantial slow-release energy snack made with raw rolled oats that are jam-packed with resistant starch (beta-glucan), the food the good bacteria in your gut feeds upon.

“Despite being a long-time advocate of preparing overnight oats, one doesn’t always have the time or inclination to spend every evening in the kitchen prepping for the next day,” says Oatsu’s creator, former HSBC social media manager Lauren O’Donnell (pictured), who says she constantly found herself frustrated by the lack of substantial plantbased breakfasts available within the supermarkets encircling her offi ce.

“Having taken my fl edgling idea to an Enterprise Nation gathering in late 2019, I was taken back by the overwhelming positivity towards my vision and samples. I knew then that Oatsu had an exciting future providing the perfect ‘at desk breakfast.’ Three years on, Oatsu has made the transition from post-it thought to bona-fi de business and I’m so proud that many of my in-attendance, Enterprise Nation peers have gone on to become vocal Oatsu devotees.”