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Stir it up magazine AUGUST 2017

Breakfast’s status as the most important meal of the day has been serving it well of late. From cereal cafés to bottomless brunches, the breakfast market is booming with Britons spending £13billion a year. In less than 10 years, the number of weekend breakfast visits has increased by 20% and eating breakfast out of home is now an established habit, with 49% of the population doing so at least twice a month. Morning Glory WAKE UP TO BRILLIANT BREAKFASTS AND BRUNCHES In years gone by breakfast out of home was the reserve of hotels and cafes, but other venues are getting in on this lucrative act, with pubs and restaurants opening their doors in the morning to welcome diners. 12 AUGUST 2017 CATEGORY FOCUS All-day breakfasts Students are blurring the lines when it comes to breakfast and university caterers are seeing growing demand to see it on the menu throughout the day. The University Caterers Organisation (TUCO)’s recent Global Food Trends Report identified two key breakfast trends for this year – the Hybrid Breakfast and Breakfast 24/7. Matt White, chair of TUCO and director of catering, hotel and conference services at the University of Reading, explains: “From indulgent delights to fusions favourites, consumers are abandoning traditional breakfast rules in favour of a ‘what you like, when you like’ style of eating – which means people are ordering everything from waffles to doughnuts and burgers for breakfast. The time to eat breakfast is also changing, no longer does it have to be your morning meal – with our 24/7 culture we’re seeing a rise in all day breakfast options. There’s no such thing as a taboo time for this meal occasion – so bring on the eggs benedict at midnight!” Breakfast on the go 30% of Out of Home breakfast diners eat on the go with hot rolls and patisserie being popular choices. Cakes are rarely eaten for breakfast but muffins with healthy inclusions, added protein and reduced sugar are becoming more popular, offering convenience and health benefits to those eating on the go. Granola bars and single-serve porridge pots are another healthy option which people will grab on the way to work. “Grab and go items which cater across the morning and into the afternoon are perfect for secondary schools and fit into the way students prefer to dine,” suggests Brian Eastment, Major’s executive development chef. “From serving breakfast burritos or sarnies infused with a sumptuous applewood and hickory smoke or a kick of spicy fajita to savoury or sweet baked products like muffins are all perfect contenders for breakfast morning snacks and can even make it through to lunch.” Be a fruit and nut-case One of the food sectors which interacts heavily with breakfast cereals is the fruit, nut and seed sector as people seek to find ways to add flavour but more importantly health benefits to their breakfast of choice. Breakfast cereals is one of the most important complementary foods with porridge oats the key partner as many people use their favourite fruit, nuts and seeds as toppers in the morning to introduce a greater level of functional health to their breakfast. With so many superfoods coming from this sector such as goji berries, cranberries, almonds, walnuts, flaxseed and chia seeds, it offers a great way for breakfast menus and occasions to be enriched and made more appealing in a natural way. For a breakfast packed with protein, fibre and nutrients, Sosa development chef Sam Rain has created strawberry almond milk quinoa with dried cranberries and freeze dried strawberries and raspberries (full recipe at www.stiritupmagazine.co.uk/recipes). Let’s do brunch Brunch as a meal occasion was unheard of 10 years ago – but it is now big business. Cyril Lavenant, NPD’s director of foodservice UK, explains: “Some 16% of breakfast occasions away from home occur at the relatively late time of between 10am and 11am, meaning that lunch for some might then become just Women aged over 45 are most likely to look for breakfast low in sugar. This sector is set to grow 4.4% in the next four years Older consumers are more likely to choose something high in fibre, reflected in their higher than average use of porridge Products that are high in protein and contain superfoods are rated by young consumers (16-35s) at breakfast time Fast fa ct s


Stir it up magazine AUGUST 2017
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