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Breakfast food is breaking free of the morning routine
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Source: Foodive.com, 9th April 2026 Changing eating habits, plus growing demand for protein and convenience, has opened new opportunities for food companies to bring the most important meal to other parts of the day. As breakfast evolves beyond cereal, food companies are seizing on the opportunity to bring the most important meal to other parts of the day, including lunch, dinner and even snacks. For years, cereal was the king of breakfast. But increasingly, Froot Loops, Fruity Pebbles and Cinnamon Toast Crunch are giving way to handheld sandwiches and spreads as shoppers ditch sugar-laden offerings in favor of portable options with more protein and other nutrients. Frozen food maker Conagra Brands is among the companies catering to consumer demand for all-day breakfast. Lunch occasions involving frozen breakfast items, for example, rose 18% among all consumers versus the prior year, according to Circana data cited by Conagra. This growth is slightly higher among Gen Z. “Wh...