# Breakfast Crossover Companies are blending the lines of breakfast and other food & beverage items. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Aug 24, 2020 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/breakfast-crossover ## Key Figures - Trend score: 3.2/10 - Evidence articles: 5 ## What is the Breakfast Crossover trend? **Breakfast Crossover:** Food and beverage brands are launching unconventional products that are inspired by breakfast. Ranging from popular dishes that are reimagined for the first meal of the day to outlandish offerings that capture attention, companies are looking to tap consumers' strong appreciation for breakfast. ## The consumer insight behind the Breakfast Crossover trend In today's market, the variety of choices is more rich and diverse than ever before and contemporary consumers are taking note of this. In this space, novelty becomes a key driving force of purchasing decisions as many consumers tap their adventurous spirit and look for more unconventional options when shopping. Not only does this satisfy a sense of curiosity, but it also plays into a desire to be entertained in an accessible way through experiences. ## At a Glance - Evidence: 5 featured examples - Articles from: Jan 18, 2020 to May 18, 2022 - Published: Aug 24, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Breakfast Crossover trend ### Breakfast as the New Frontier More and varied food and beverage offerings for breakfast inspired by breakfast food are becoming popular among consumers due to the desire for novelty and unique experiences. ### Nostalgia Marketing Brands that use familiar cereals such as Cap'n Crunch's Crunch Berries and Kraft Mac & Cheese for rebranding and new flavor offerings appeal to consumers' memories which in turn creates brand loyalty and long-term engagement opportunities. ### Crossover marketing Collaborative products such as Cinnamilk enabled by brands like Cinnamon Toast Crunch and Swiss Miss show how brands can leverage each other's strengths and give new ways for their fans to experience the product categories they operate in. ## What the Breakfast Crossover trend means for industry ### For Food and Beverage Industry Creating unconventional food and beverage offerings such as bacon-flavored spirits, Cinnadust and Cinnamilk that play with nostalgia and traditional flavors offer opportunities for growth and engagement in the market. ### For Marketing Industry Nostalgia marketing and brand collaborations have gained popularity in recent years. Crossover campaigns between different brands creatively expand marketing and branding possibilities. ### For Packaging Industry Redefining the boundaries of existing product offerings could be an opportunity to develop new packaging and advertising campaigns as brands look to reinvent themselves by tapping into both nostalgia and new and unique taste experiences. ## Workshop question How can your product/service be reimagined to break the boundaries of its category? ## Trend signals for Breakfast Crossover Trend score 3.2 out of 10, from popularity 48%, activity 36%, freshness 12%. - Popularity: 48% - Activity: 36% - Freshness: 12% ## Examples of the Breakfast Crossover trend 5 featured examples from Jan 18, 2020 to May 18, 2022. - [Rebranded Prepackaged Pastas](https://www.trendhunter.com/trends/kraft-mac-cheese2): Kraft Mac & Cheese is Being Updated with Breakfast Branding (Category: Marketing) Implication: Disruptive innovation opportunity for prepackaged food manufacturers to create and promote new breakfast options that challenge traditional meal norms. - [Cereal-Flavored Drink Mixes](https://www.trendhunter.com/trends/swiss-miss-cinnamon-toast-crunch-cinnamilk): The Swiss Miss Cinnamon Toast Crunch Cinnamilk is Cereal-Inspired (Category: Marketing) Implication: The success of the Swiss Miss Cinnamon Toast Crunch Cinnamilk highlights the potential for companies in the food and beverage industry to create unique and innovative products tha… - [Smoky Bacon-Flavored Spirits](https://www.trendhunter.com/trends/heritage-distilling-co): The Heritage Distilling Co. Bacon Vodka Has a 30% ABV (Category: Marketing) Implication: Opportunities for distilleries to create new products and flavors that differentiate them from competitors and tap into the trend towards unconventional ingredients. - [Cereal-Infused Popcorn Snacks](https://www.trendhunter.com/trends/crunch-berries-popcorn-mix): The Smartfood Cap’n Crunch’s Crunch Berries Popcorn Mix is Savory (Category: Marketing) Implication: The snack food industry can continue to innovate by combining unconventional and complementary flavors to create unique products that appeal to consumers. - [Cinnamon Cereal Seasonings](https://www.trendhunter.com/trends/cinnamon-sugar-blend): Cinnadust Shares Cinnamon Toast Crunch's Signature Cinnamon Sugar Blend (Category: Lifestyle) Implication: Companies in the spice production industry can create unique spice blends, such as cinnamon and vanilla, that cater to adventurous consumers looking for new tastes and flavors. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)