The Truth Behind the Kellogg’s Marketing Lie

Is Breakfast Really the Most Important Meal of the Day?

Ah, breakfast, the sacred ritual of cereal, crunchy toast, and a side of guilt if you skip it. For generations, we’ve been told that “breakfast is the most important meal of the day.” This golden mantra is drilled into us from childhood, much like brushing our teeth or avoiding stepping on cracks. But have you ever stopped to wonder where this notion came from? Well, surprise, surprise, it didn’t come from ancient wisdom or nutritional science, it came from a marketing campaign. And who do we have to thank? Kellogg’s, of course!

Note:

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

A Tale as Old as… Marketing?

Let’s rewind to the late 19th century.

John Harvey Kellogg, a physician and health-food enthusiast, was on a mission to curb what he considered the evils of an unhealthy diet, namely, anything indulgent. Dr. Kellogg ran a sanitarium in Michigan where he advocated for bland, vegetarian meals to promote “clean living.” One of his crowning inventions? Corn flakes. Kellogg’s creation wasn’t just a convenient breakfast option, it was marketed as a dietary necessity, a cornerstone of health.

In the early 20th century, Kellogg’s realised they had something special. Not just a product, but a message. And what better way to get people hooked on cereal than by telling them that if they skip breakfast, they’re practically doomed for the day? So the phrase “Breakfast is the most important meal of the day” was born, or rather, carefully nurtured into a full-blown marketing strategy. The phrase can be traced back to the persistent work of cereal companies, particularly Kellogg’s, pushing it into the public’s consciousness. Inception!

The Power of Marketing and… Science?

Of course, Kellogg’s didn’t stop with just a slogan. They backed it up with carefully selected research that was, shall we say, a little biased?

Early 20th-century studies funded by cereal companies began showing that people who ate breakfast (usually cereal) performed better throughout the day. The catch? The studies often ignored what kind of breakfast people were eating. Was it the cereal boosting energy, or was it just food in general? No one asked, but the marketing machine rolled on.

It wasn’t until decades later that nutritionists began to push back, noting that the body’s energy needs are highly individual. “The idea that breakfast is essential comes from the historical push by the food industry, not from unbiased research,” says Dr. David Ludwig, a professor of nutrition at the Harvard T.H. Chan School of Public Health. He notes that while some people feel better after a hearty breakfast, others thrive on intermittent fasting or just a cup of coffee. In other words, we’ve all been duped… kind of like when you bought that “as seen on TV” ab machine.

So, Is Skipping Breakfast Actually Bad?

Contrary to what we’ve been taught, skipping breakfast doesn’t spell doom. In fact, several recent studies show that intermittent fasting, which often involves skipping breakfast, can lead to better metabolic health, weight control, and even longevity. A 2019 study published in The New England Journal of Medicine noted that fasting patterns, including skipping breakfast, might help reduce inflammation and improve blood sugar regulation. So, if you’re someone who skips breakfast and still makes it to lunch without crashing, you’re not a dietary heretic, you’re just doing what works for you.

In fact, the whole “breakfast myth” was debunked as early as the 1970s, when a study by the American Journal of Clinical Nutrition found no significant difference in weight loss or energy levels between those who ate breakfast and those who didn’t. Yet, somehow, the myth persists, probably because of, you guessed it, marketing.

After all, breakfast is big business. According to market research, the global breakfast cereal market is expected to reach $58.3 billion by 2025. That’s a lot of Corn Flakes!

How Kellogg’s (And Others) Kept The Myth Alive

Kellogg’s didn’t just rely on scientific-looking studies, they took to the airwaves, print ads, and later, the digital world. “Skipping breakfast is like skipping life” was basically the underlying message. In the 1950s, their ads showed wholesome families gathered around the table, enjoying their bowl of cereal. Fast forward to today, and the message is the same, just with better graphics. Breakfast cereals are marketed as convenient, quick, and – most importantly – essential. They come fortified with vitamins and minerals (often synthetic) to make sure you feel extra good about your choice to eat them every morning.

But here’s the twist: many breakfast cereals are loaded with sugar. According to the Environmental Working Group, some cereals contain more sugar per serving than a dessert. So, when you’re pouring yourself a bowl of “healthy” granola or sugary frosted flakes, you’re more likely fueling a mid-morning sugar crash than setting yourself up for success.

The Final Crunch: Make Breakfast What You Want It to Be

So, what’s the verdict?

Well, whether you love breakfast or skip it entirely, there’s no hard and fast rule that says it’s the most important meal of the day. It’s a personal choice, just like how you drink your coffee or whether you wear socks to bed (we won’t judge). What’s important is understanding that this so-called “truth” is more a product of marketing genius than scientific necessity.

In the words of legendary marketer David Ogilvy, “The consumer isn’t a moron; she’s your wife.” And in this case, we’ve all been the “wife,” buying into the idea that breakfast is the be-all and end-all. The next time you wake up late and rush out the door without a bite to eat, don’t stress. You’re not doomed… you’re just free from a century-old marketing ploy.

So, if you love breakfast, eat up! But if you’re more of a lunch-and-dinner person, well, Kellogg’s will just have to get over it.