Photo source: The California Milk Advisory Board
The concept of mindful snacking became mainstream a few years before COVID-19 disrupted our lives. The pandemic moved it into high gear as more folks founds themselves nibbling throughout the day of their new-norm office and classroom.
Mindful snacking is all about choosing better-for-you foods as mini meals, rather than traditional snacks from years ago, which tended to be high-carb, high-fat, nutrient-void treats. Now let me introduce you to mindful breakfasting. But first, some wise words to ponder as we move into the post-pandemic phase of life.
“Health is a state of complete mental, social and physical well-being, not merely the absence of disease or infirmity.” World Health Organization, 1948
A healthful breakfast helps with all five states. That’s why it is often called the most important meal of the day.
The California Milk Advisory Board (CMAB) recognizes that the pandemic has put a lot of pressure on the morning meal. The CAB has introduced an array of marketing campaigns showcasing the importance of dairy and quality protein for breakfast. During August and September, for example, there was a back-to-school “Mornings Mean More” retail flashpoint with fluid milk in the spotlight. And in October, the CMAB rolled out two “:30 Day Can Wait segments.” You can view “Video Conference” HERE and “Emails” HERE.
The commercials focus on the importance of taking a moment with family for breakfast before the hustle, bustle and technology of the day begins. Produced by Deutsch LA, the spots graphically showcase the digital distractions that often start in the early mornings, from email notifications to ringing phones and video calls, compared with the satisfying and calming elements of enjoying California dairy for breakfast.
“Despite breakfast being the most important meal of the day, it often gets lost in the rush of morning and all of our pending commitments,” says John Talbot, CEO of the CMAB. “With more people working remotely, recent findings showcase that breakfast is back. With dairy at the heart of many breakfast items, Real California Milk continues to help families make mornings mean more with California milk and dairy foods.”
This is breakfast messaging that dairy processors across the country need to communicate. It also invites innovation.
A few weeks ago I shared insights from Chris Riddell, an innovation and futurist speaker from Australia. It is appropriate to reemphasize them now as it relates to breakfast innovation.
“You cannot have a finite mindset [in the way you approach your business],” he said. “Innovation is no longer a luxury.”