Where did breakfast is the most important come from?

December 26, 2025 •

3 min read

In the late 19th and early 20th centuries, two distinct but powerful marketing campaigns cemented the idea that 'breakfast is the most important meal of the day' into the public consciousness. Its origin story, however, has little to do with modern nutrition and everything to do with cereal and bacon sales.

Quick Summary

This article explores the origins of the phrase 'breakfast is the most important meal,' tracing its roots to turn-of-the-century marketing ploys by cereal innovators like John Harvey Kellogg and early public relations master Edward Bernays.

Key Points

Marketing, not Science: The idea that breakfast is the most important meal originated from early 20th-century marketing campaigns, not scientific research.
Cereal Innovation: Dr. John Harvey Kellogg and his brother W.K. Kellogg popularized cereal, using health claims to sell their products to the masses.
The Bacon and Eggs Ploy: Public relations pioneer Edward Bernays used a dubious survey of doctors to market a hearty bacon and eggs breakfast for the meat industry.
Industrial Revolution Impact: The shift from agrarian to industrial society created a market for fast, easy breakfast options, moving away from heavy, traditional meals.
Modern Nuance: Today, nutrition science emphasizes overall dietary quality over the timing of a single meal, acknowledging that skipping breakfast is a valid option for many.
Cultural Habit: The powerful marketing campaigns created a lasting cultural perception, making breakfast a deeply ingrained daily ritual for many, regardless of its scientific basis.

The Victorian Health Crusade and the Invention of Cereal

Before the rise of modern breakfast foods, the American morning meal was often heavy to provide energy for manual labor. The late 1800s saw increased interest in health, partly driven by religious groups like the Seventh-day Adventists.

Dr. John Harvey Kellogg and the Battle Creek Sanitarium

Dr. John Harvey Kellogg, a Seventh-day Adventist physician at the Battle Creek Sanitarium, believed bland, vegetarian diets promoted health and moral purity. It was here that he and his brother, Will Keith Kellogg, developed flaked cereal, initially as a health food for patients.

The Birth of a Marketing Empire

Will Keith Kellogg recognized the commercial appeal of ready-to-eat cereal and, against his brother's wishes, added sugar. He formed his own company in 1906 and used innovative advertising to position cereal as a convenient, healthy breakfast. Early promotions linked breakfast to productivity, helping to popularize the idea of its importance.

The PR Mastermind and the Bacon Boom

Edward Bernays, a pioneer in public relations, also played a significant role in popularizing a heavy breakfast. In the 1920s, the meat industry hired Bernays to boost declining bacon sales.

Engineering the 'American Breakfast'

Bernays, a nephew of Sigmund Freud, devised a campaign for the Beech-Nut Packing Company. He consulted a company physician who agreed that a hearty breakfast was beneficial. Bernays then had this physician survey 5,000 other doctors, publicizing the results under headlines like, '4,500 physicians urge heavy breakfast in order to improve health of American people'. This PR strategy successfully linked bacon and eggs to good health, establishing them as a classic American breakfast.

Historical Claims vs. Modern Nutritional Science

The marketing messages of the early 20th century heavily influenced the perception of breakfast's importance. However, modern nutritional science offers a more nuanced view.

Comparison Table: Historical vs. Modern Breakfast Advice


Feature	Historical Claim (Early 20th Century)	Modern Nutritional Science (21st Century)
Basis for Importance	Aggressive marketing and religious-inspired health reform.	Dependent on individual needs, health goals, and overall diet.
Health Impact	Cereal and bacon were promoted as essential for energy and health.	The benefits of breakfast are inconclusive and depend on meal quality.
Composition	Bland, unsweetened cereals (Kellogg) or heavy bacon and eggs (Bernays).	Emphasis on nutrient-dense, balanced meals (fiber, protein, healthy fats). Skipping breakfast is viable for some.
Underlying Motivation	Selling products like cereal and bacon by creating a market need.	Providing balanced nutritional intake to support overall health and energy levels.

What Modern Science Says About Breakfast

Modern nutrition considers the idea of breakfast being universally the "most important" meal a marketing-driven myth. While a balanced breakfast can be beneficial, particularly for nutrient intake and cognitive function, especially in children, the science is not definitive.

Skipping breakfast isn't inherently detrimental. Practices like intermittent fasting demonstrate that forgoing breakfast doesn't necessarily harm health if daily nutritional needs are met.
Quality is more important than timing. A nutritious meal at another time may be better than a sugary, low-nutrient breakfast. Studies linking breakfast eaters to better health may reflect overall healthier lifestyles rather than the meal itself.
Individual needs vary. The best meal timing depends on factors like individual biology, schedule, and health objectives.

The Lasting Legacy of the Myth

Early 20th-century marketing campaigns by companies like Kellogg and Beech-Nut significantly influenced cultural breakfast habits, creating a lasting perception and establishing breakfast as a significant ritual. This history illustrates how marketing can shape cultural norms and perceptions about food for generations.

Sources for Further Reading

{Link: Priceonomics https://priceonomics.com/how-breakfast-became-a-thing/}
{Link: PMC https://pmc.ncbi.nlm.nih.gov/articles/PMC6213610/}

Conclusion

The belief that 'breakfast is the most important meal' stems primarily from early 20th-century marketing efforts by individuals like Dr. John Harvey Kellogg and Edward Bernays, aimed at selling products like cereal and bacon. While a nutritious breakfast can be beneficial, especially for children, modern nutritional science indicates that overall dietary quality is more critical than the timing of a single meal. The history of breakfast highlights the significant impact commercial interests can have on shaping enduring cultural food habits.

Frequently Asked Questions

The phrase did not come from a single person but emerged from marketing campaigns run by cereal companies, most notably Kellogg's, in the early 20th century to sell their products.

No, the initial push for breakfast's importance was driven by commercial interests. Later campaigns, like Edward Bernays' for bacon, used selective endorsements from physicians to create a veneer of scientific authority.

Hired by the bacon industry, Bernays got a physician to endorse a heavy breakfast as healthier. He then publicized the overwhelming support from 4,500 other doctors, driving up bacon and egg sales and cementing their place in the American breakfast.

Before the late 1800s, American breakfasts varied widely. Heavy, leftover-based meals were common for laborers, while the upper classes ate a variety of dishes, including meat, eggs, and pastries.

Not necessarily. Modern science suggests the impact of skipping breakfast depends on the individual and overall dietary quality. Practices like intermittent fasting, which involves skipping breakfast, can be healthy for many.

The Industrial Revolution led to a demand for quick, convenient morning meals. Cereal companies capitalized on this by marketing their products as a fast, easy, and healthy solution for busy families.

Many health organizations continue to recommend eating a balanced breakfast for its potential benefits, but they emphasize the importance of overall diet quality, not a dogmatic adherence to a single meal.

The Kellogg brothers were Seventh-day Adventists who believed a bland, vegetarian diet would curb impure thoughts. Their accidental creation of flaked cereal was initially intended for patients following this strict health regimen.