Fuelling a breakfast for champions

Protein and fibre are key words to look out for in breakfast food as consumers look to start their day on a healthier footing.

But it’s not as simple as offering a protein shake and calling it a day. Your customers still want great-tasting products with a little hint of luxury — but without the high sugar and low nutritional content of the days of yore. You can cater to this with a cooked breakfast of foods that are naturally high in protein and fibre: think eggs, cottage cheese and beans. It’s also worth keeping your shelves stocked with grab-and-go options that wear their nutritional claims loud and proud.

How to sell breakfast foods well

Coffee and breakfast pairings. How can you make time-pressed customers’ lives easier? A coffee and breakfast pairing suggestion could do the trick, while also broadening their horizons and offering upselling potential.

Think convenience. Make sure your offering includes on-the-go products that are ‘snackable’ but truly filling. In addition to the classic breakfast bars, overnight oats, porridge pots and breakfast bowls are other hearty options.

All-day breakfast menus. Who doesn’t love a bowl of cereal just before bed? Breakfast has the potential to draw customers outside the typical early-bird slot, so why not try an all-day menu?

Changing lifestyles shift breakfast choices

According to Mintel’s 2025 Consumer Approach to Breakfast, almost two-thirds (63%) of breakfast eaters aged 18 to 34 are substantially more likely to prefer snacking in the morning, compared to eating a full meal.

“Today, breakfast is now largely dictated by lifestyle, with macro-level movements in health and wealth just the starting point in understanding modern motivations, let alone the simple but serious impact a lack of time available in mornings can have on purchasing decisions,” Tom Gatehouse from Egg Soldiers, said. 

Leading products in the breakfast category

1. A hearty start is a popular breakfast choice among consumers. The classic bowl of granola gets an upgrade with fabulous flavours and healthier ingredients.

Just Live a Little Maple & Toasted Pecan Granola: Golden gluten-free maple and cinnamon toasted oats with nutty pecans, crispy coconut, juicy raisins, crisped rice and a dollop of almond butter. 

Nakey Bakey Strawberry Mango Grab-a-Granola: Award-winning grab-and-go granola in a convenient resealable pouch, naturally sweetened with fruit, free from all 14 major allergens and no added sugar.

Yeo Valley Organic Granola Berry & Cherry: Carefully crafted with 100% organic British oats and baked in small batches. Gently baked oats with almonds, cranberries, sour cherries and a touch of cinnamon.

2. Grab and go options are designed to provide the fuel to get your customers’ days started, even when they’re short on time.

Bio&Me Fibre+Protein Pot Vanilla Kefir & Blueberry Granola: Bringing together Bio&Me’s award-winning kefir yoghurts with the brand’s fibre-packed granolas in one convenient, ready-to-eat format.

The Protein Ball Co Stuffed Pistachio & Chocolate: Packed with rich chocolate chips and roasted pistachios, these stuffed balls deliver a smooth, nutty centre with a deep cocoa hit that feels seriously indulgent.

Clearspring Organic FRUIT 100% Pouch Banana, Blueberry & Strawberry: Made with real, 100% organic fruit, free from added sugar, concentrates, ascorbic acid or preservatives. Enjoy on the go, as a topping on your yoghurt or in a smoothie.