{"id":13712,"date":"2026-05-23T20:08:05","date_gmt":"2026-05-23T20:08:05","guid":{"rendered":"https:\/\/www.wieden.com\/uncategorized\/breakfast-and-masturbation-the-narrative-of-the-most-important-meal-of-the-day\/"},"modified":"2026-05-23T23:38:22","modified_gmt":"2026-05-23T23:38:22","slug":"breakfast-and-masturbation-the-narrative-of-the-most-important-meal-of-the-day","status":"publish","type":"post","link":"https:\/\/www.wieden.com\/en\/news\/breakfast-and-masturbation-the-narrative-of-the-most-important-meal-of-the-day\/","title":{"rendered":"Breakfast and masturbation &#8211; the narrative of the most important meal of the day"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Lesedauer<\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">Minuten<\/span><\/span><style>.kadence-column13671_33982d-d5{max-width:80%;margin-left:auto;margin-right:auto;}.wp-block-kadence-column.kb-section-dir-horizontal:not(.kb-section-md-dir-vertical)>.kt-inside-inner-col>.kadence-column13671_33982d-d5{-webkit-flex:0 1 80%;flex:0 1 80%;max-width:unset;margin-left:unset;margin-right:unset;}.kadence-column13671_33982d-d5 > .kt-inside-inner-col,.kadence-column13671_33982d-d5 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column13671_33982d-d5 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column13671_33982d-d5 > .kt-inside-inner-col{flex-direction:column;}.kadence-column13671_33982d-d5 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column13671_33982d-d5 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column13671_33982d-d5{position:relative;}@media all and (min-width: 1025px){.wp-block-kadence-column.kb-section-dir-horizontal>.kt-inside-inner-col>.kadence-column13671_33982d-d5{-webkit-flex:0 1 80%;flex:0 1 80%;max-width:unset;margin-left:unset;margin-right:unset;}}@media all and (max-width: 1024px){.kadence-column13671_33982d-d5 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.wp-block-kadence-column.kb-section-sm-dir-vertical:not(.kb-section-sm-dir-horizontal):not(.kb-section-sm-dir-specificity)>.kt-inside-inner-col>.kadence-column13671_33982d-d5{max-width:80%;-webkit-flex:1;flex:1;margin-left:auto;margin-right:auto;}.kadence-column13671_33982d-d5 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column13671_33982d-d5\"><div class=\"kt-inside-inner-col\">\n<p><strong><em>&#8220;Breakfast is the most important meal of the day.&#8221;<\/em><\/strong> Few nutritional phrases are as culturally ingrained as this one. Parents tell their children, coaches tell their clients, companies build entire routines around it. But the interesting question is: is it a narrative or is it true? And above all &#8230; where does the narrative actually come from?   <\/p>\n\n\n\n<p class=\"has--font-size\">The honest answer: To counteract masturbation.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading13671_e8164a-c7, .wp-block-kadence-advancedheading.kt-adv-heading13671_e8164a-c7[data-kb-block=\"kb-adv-heading13671_e8164a-c7\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading13671_e8164a-c7 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading13671_e8164a-c7[data-kb-block=\"kb-adv-heading13671_e8164a-c7\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading13671_e8164a-c7 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading13671_e8164a-c7[data-kb-block=\"kb-adv-heading13671_e8164a-c7\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading13671_e8164a-c7 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading13671_e8164a-c7\">The roots of the breakfast narrative<\/h2>\n\n\n\n<p>The story begins in the late 19th century in the USA, in a religiously influenced health movement centered around the Seventh-day Adventists. A key figure was the doctor John <strong>Harvey Kellogg (ring any bells?)<\/strong>. He ran the <strong>Battle Creek Sanitarium<\/strong>, a mixture of health clinic, wellness resort and moral re-education center.  <\/p>\n\n\n\n<p>His convictions were radical:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Meat, alcohol and coffee were considered problematic<\/li>\n\n\n\n<li>Spices should have a &#8220;drive-enhancing&#8221; effect (reprehensible in his eyes)<\/li>\n\n\n\n<li>A healthy life required the simplest possible vegetarian diet<\/li>\n<\/ul>\n\n\n\n<p>The aim was therefore not just physical health, but moral purity. When introducing cornflakes, still made from wheat at the time, Kellogg claimed that they would reduce indigestion and the desire to masturbate. Well &#8230; and this is where the modern breakfast comes in. So dear men (and women): Without masturbation, there would be no cornflakes! From now on, no more reaching for the Kelloggs box without the image in your head &#8230; bet?    <\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading13671_a22af0-3a, .wp-block-kadence-advancedheading.kt-adv-heading13671_a22af0-3a[data-kb-block=\"kb-adv-heading13671_a22af0-3a\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading13671_a22af0-3a mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading13671_a22af0-3a[data-kb-block=\"kb-adv-heading13671_a22af0-3a\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading13671_a22af0-3a img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading13671_a22af0-3a[data-kb-block=\"kb-adv-heading13671_a22af0-3a\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading13671_a22af0-3a wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading13671_a22af0-3a\">Cornflakes as the starting point of an industry<\/h2>\n\n\n\n<p>So Kellogg developed a simple, easily digestible breakfast for his impulse-driven patients: Cornflakes.<\/p>\n\n\n\n<p>However, his brother Will Keith Kellogg recognized the commercial potential and, after winning a legal dispute with his brother, founded the Battle Creek Toasted Corn Flake Company, which later became the Kellogg Company. This marked the beginning of a decisive change: a diet product became a mass market. <\/p>\n\n\n\n<p>But first you had to create a need in order to sell cereals. Because at the beginning of the 20th century, breakfast was by no means a matter of course: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Many people didn&#8217;t eat anything in the morning<\/li>\n\n\n\n<li>Meals were based on working hours<\/li>\n\n\n\n<li>Three solid meals a day was not the norm<\/li>\n<\/ul>\n\n\n\n<p>The industry therefore needed a new cultural certainty. And it created it! And no &#8230; it no longer had anything to do with masturbation.  <\/p>\n\n\n<style>.kadence-column13671_e30de7-32 > .kt-inside-inner-col,.kadence-column13671_e30de7-32 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column13671_e30de7-32 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column13671_e30de7-32 > .kt-inside-inner-col{flex-direction:column;}.kadence-column13671_e30de7-32 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column13671_e30de7-32 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column13671_e30de7-32{position:relative;}@media all and (max-width: 1024px){.kadence-column13671_e30de7-32 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column13671_e30de7-32 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column13671_e30de7-32\"><div class=\"kt-inside-inner-col\"><style>.kb-image13671_3d438c-35 .kb-image-has-overlay:after{opacity:0.3;}.kb-image13671_3d438c-35 img.kb-img, .kb-image13671_3d438c-35 .kb-img img{border-top:1px solid #ffffff;border-right:1px solid #ffffff;border-bottom:1px solid #ffffff;border-left:1px solid #ffffff;filter:drop-shadow(0px 0px 14px rgba(0, 0, 0, 0.2));}@media all and (max-width: 1024px){.kb-image13671_3d438c-35 img.kb-img, .kb-image13671_3d438c-35 .kb-img img{border-top:1px solid #ffffff;border-right:1px solid #ffffff;border-bottom:1px solid #ffffff;border-left:1px solid #ffffff;}}@media all and (max-width: 767px){.kb-image13671_3d438c-35 img.kb-img, .kb-image13671_3d438c-35 .kb-img img{border-top:1px solid #ffffff;border-right:1px solid #ffffff;border-bottom:1px solid #ffffff;border-left:1px solid #ffffff;}}<\/style>\n<div class=\"wp-block-kadence-image kb-image13671_3d438c-35\"><figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.sleepmasteracademy.com\/chronobiologie-grundlagen-fuer-profis\/\" class=\"kb-advanced-image-link\" target=\"_blank\" rel=\"noopener noreferrer\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"250\" src=\"https:\/\/www.wieden.com\/wieden\/wp-content\/uploads\/2026\/05\/Banner-Seminar-Chronobiologie.jpg\" alt=\"Chronobiologie - Das erste Grundwissen-Seminar\" class=\"kb-img wp-image-13676\" srcset=\"https:\/\/www.wieden.com\/wieden\/wp-content\/uploads\/2026\/05\/Banner-Seminar-Chronobiologie.jpg 800w, https:\/\/www.wieden.com\/wieden\/wp-content\/uploads\/2026\/05\/Banner-Seminar-Chronobiologie-300x94.jpg 300w, https:\/\/www.wieden.com\/wieden\/wp-content\/uploads\/2026\/05\/Banner-Seminar-Chronobiologie-768x240.jpg 768w, https:\/\/www.wieden.com\/wieden\/wp-content\/uploads\/2026\/05\/Banner-Seminar-Chronobiologie-280x88.jpg 280w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/figure><\/div>\n<\/div><\/div>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading13671_6a497c-c3, .wp-block-kadence-advancedheading.kt-adv-heading13671_6a497c-c3[data-kb-block=\"kb-adv-heading13671_6a497c-c3\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading13671_6a497c-c3 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading13671_6a497c-c3[data-kb-block=\"kb-adv-heading13671_6a497c-c3\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading13671_6a497c-c3 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading13671_6a497c-c3[data-kb-block=\"kb-adv-heading13671_6a497c-c3\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading13671_6a497c-c3 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading13671_6a497c-c3\">From marketing to &#8220;health knowledge&#8221;<\/h2>\n\n\n\n<p>From the 1920s to the 1940s, the cereal manufacturer invested heavily in school programs, nutritional brochures, advertising campaigns, medical recommendations<\/p>\n\n\n\n<p>During this time, the phrase became popular: &#8220;<strong>Breakfast is the most important meal of the day.&#8221;<\/strong> Incidentally, the meat industry also jumped on the bandwagon to offer the antithesis. Edward Bernays came up with the &#8220;Ham and Egg&#8221; breakfast, and &#8220;breakfast eggs&#8221; have been around ever since. <\/p>\n\n\n\n<p>Back to Kellogs. Will Kellogg developed the perfect, healthy breakfast bundle: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cereals<\/li>\n\n\n\n<li>Milk<\/li>\n\n\n\n<li>Banana<\/li>\n<\/ul>\n\n\n\n<p>The trick: the banana! It was by no means just an accessory, but provided the scientifically valid basis for labeling the entire breakfast as &#8220;healthy&#8221;, as cereals are simply carbohydrates. Her recipe consisted of boiled, then pressed and heat-dried wheat, which was prepared in thin, crispy flakes and eaten with a little salt. In other words, the banana carried the flakes piggyback through the marketing scenario as a healthy breakfast. And a marketing narrative became a cultural truth.    <\/p>\n\n\n\n<p>Interim conclusion: Without masturbation and banana, no Kellogs. I&#8217;m not responsible for what&#8217;s going on in your heads now ;-). Let&#8217;s move on &#8230;  <\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading13671_63c34f-c4, .wp-block-kadence-advancedheading.kt-adv-heading13671_63c34f-c4[data-kb-block=\"kb-adv-heading13671_63c34f-c4\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading13671_63c34f-c4 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading13671_63c34f-c4[data-kb-block=\"kb-adv-heading13671_63c34f-c4\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading13671_63c34f-c4 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading13671_63c34f-c4[data-kb-block=\"kb-adv-heading13671_63c34f-c4\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading13671_63c34f-c4 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading13671_63c34f-c4\">Why this narrative persists to this day<\/h2>\n\n\n\n<p>Modern research should have relativized this dogma long ago. But cultural beliefs do not disappear so quickly, and Kelloggs is now a dominant world power with a lobbying department. <\/p>\n\n\n\n<p>Breakfast fits in perfectly with our company:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>School starts early<\/li>\n\n\n\n<li>Work starts early<\/li>\n\n\n\n<li>Meetings start early<\/li>\n\n\n\n<li>Networking starts early<\/li>\n<\/ul>\n\n\n\n<p>Breakfast thus became a symbol of: Discipline. Structure. Motivation. Those who eat early are organized, those who are not hungry in the morning quickly appear &#8220;unstructured&#8221;.   <\/p>\n\n\n\n<p class=\"has--font-size\">But what does science have to say about this?<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading13671_dae965-2e, .wp-block-kadence-advancedheading.kt-adv-heading13671_dae965-2e[data-kb-block=\"kb-adv-heading13671_dae965-2e\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading13671_dae965-2e mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading13671_dae965-2e[data-kb-block=\"kb-adv-heading13671_dae965-2e\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading13671_dae965-2e img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading13671_dae965-2e[data-kb-block=\"kb-adv-heading13671_dae965-2e\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading13671_dae965-2e wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading13671_dae965-2e\">The blind spot: our inner clock<\/h2>\n\n\n\n<p>I would like to look at the topic less from a nutritional and more from a chronobiological point of view, i.e. the &#8220;early&#8221; rather than the &#8220;late&#8221;.<\/p>\n\n\n\n<p>People differ greatly in their <a href=\"https:\/\/www.wieden.com\/chronobiologie-news\/chronotyp-ich-bin-spaettyp-extremer-spaettyp\/\" target=\"_blank\" rel=\"noreferrer noopener\">chronotype<\/a>, 13 1\/2 hours lie between the earliest and latest chronotype measured so far in our projects.<\/p>\n\n\n\n<p>For late types, early mornings often mean:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Low body temperature<\/li>\n\n\n\n<li>Low insulin sensitivity<\/li>\n\n\n\n<li>hardly any hunger hormones<\/li>\n\n\n\n<li>Reduced cognitive performance<\/li>\n<\/ul>\n\n\n\n<p>In short: the metabolism is still running in night mode. Many people know this feeling: the alarm clock rings and the body biologically resists it because it wants to finish sleeping. After waking up, the body is still completely unprepared for the day and &#8230; for food! No wonder why late risers are not hungry after the alarm clock &#8230; completely normal.   <\/p>\n\n\n\n<p>I myself regularly attended a BNI entrepreneur breakfast for two years. Economically successful, but as an extremely late type, my &#8220;breakfast&#8221; consisted mainly of coffee. Lots of coffee &#8230; far too much coffee. My metabolism back then was &#8230; deranged, to say the least, and the day was not very productive.   <\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading13671_78af15-4c, .wp-block-kadence-advancedheading.kt-adv-heading13671_78af15-4c[data-kb-block=\"kb-adv-heading13671_78af15-4c\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading13671_78af15-4c mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading13671_78af15-4c[data-kb-block=\"kb-adv-heading13671_78af15-4c\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading13671_78af15-4c img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading13671_78af15-4c[data-kb-block=\"kb-adv-heading13671_78af15-4c\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading13671_78af15-4c wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading13671_78af15-4c\">And what does science say now?<\/h2>\n\n\n\n<p>You often read: &#8220;Breakfast eaters are healthier.&#8221; This is statistically true, but only if you don&#8217;t take a closer look at the background to the studies. <\/p>\n\n\n\n<p>Superficial &#8211; Typical breakfasters:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>sleep more regularly<\/li>\n\n\n\n<li>have more stable daily routines<\/li>\n\n\n\n<li>fit better into traditional working hours<\/li>\n\n\n\n<li>often have a higher socio-economic status<\/li>\n<\/ul>\n\n\n\n<p>Breakfast is therefore often a <strong>marker for lifestyle<\/strong>, not the cause of health. Correlation quickly becomes supposed causality. BUT &#8230; if you take a closer look, you will simply discover a flaw in the design of many studies.    <strong>Most studies do not make comparisons:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Breakfast at 7:00 a.m.&#8221; versus<\/li>\n\n\n\n<li>&#8220;first structured meal at 10:00 am&#8221; (i.e. later, but still 3 meals)<\/li>\n<\/ul>\n\n\n\n<p><strong>Instead, it is compared:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Breakfast (classic early in the morning)<\/li>\n\n\n\n<li>No breakfast (with unclear later eating behavior, e.g. only 2 meals)<\/li>\n<\/ul>\n\n\n\n<p><strong>In other words,<\/strong> the reduction from <strong>three<\/strong> to <strong>two<\/strong> meals a day is being investigated, but not the effect of <strong>postponing the first meal while maintaining the same total food volume<\/strong>.<\/p>\n\n\n\n<p>Or to put it even more simply: <strong>studies do not show a late breakfast instead of breakfast.<\/strong><\/p>\n\n\n\n<p>That is a fundamental difference. It is clear that the pupils then compensate for this lack with sweets, which are not classified as a &#8220;meal&#8221; but as snacks and therefore as a negative consequence of not having breakfast. <\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading13671_b73c2c-ba, .wp-block-kadence-advancedheading.kt-adv-heading13671_b73c2c-ba[data-kb-block=\"kb-adv-heading13671_b73c2c-ba\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading13671_b73c2c-ba mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading13671_b73c2c-ba[data-kb-block=\"kb-adv-heading13671_b73c2c-ba\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading13671_b73c2c-ba img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading13671_b73c2c-ba[data-kb-block=\"kb-adv-heading13671_b73c2c-ba\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading13671_b73c2c-ba wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading13671_b73c2c-ba\">Unmasking breakfast dogma<\/h2>\n\n\n\n<p>Let&#8217;s summarize: The breakfast dogma arose from:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>religious-moral health ideas<\/li>\n\n\n\n<li>Industrialization of food<\/li>\n\n\n\n<li>massive marketing<\/li>\n\n\n\n<li>social working structures<\/li>\n\n\n\n<li>later scientific simplification<\/li>\n<\/ul>\n\n\n\n<p>This does not mean that breakfast is bad, but it does mean that <strong>&#8220;early&#8221; is not universally necessary.<\/strong><\/p>\n\n\n\n<p>The key question is therefore no longer: &#8220;Is breakfast important?&#8221;<\/p>\n\n\n\n<p>But rather: <strong>For whom &#8211; and at what biological time?<\/strong><\/p>\n\n\n\n<p>So it&#8217;s simply about the first meal of the day, and not about &#8220;early&#8221;, and everyone should memorize that very well.<\/p>\n\n\n\n<p>Breakfast can be a perfect start for early types, late breakfast for late types, and a &#8220;normal piece&#8221; for normal types.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading13671_b908e2-f3, .wp-block-kadence-advancedheading.kt-adv-heading13671_b908e2-f3[data-kb-block=\"kb-adv-heading13671_b908e2-f3\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading13671_b908e2-f3 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading13671_b908e2-f3[data-kb-block=\"kb-adv-heading13671_b908e2-f3\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading13671_b908e2-f3 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading13671_b908e2-f3[data-kb-block=\"kb-adv-heading13671_b908e2-f3\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading13671_b908e2-f3 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading13671_b908e2-f3\">Live your chronotype<\/h2>\n\n\n\n<p>Perhaps the biggest mistake is to think of nutrition in general terms with a fixed time. The body does not follow a time, but its genetic-biological rhythm, and this is individual. <\/p>\n\n\n\n<p>So the &#8220;piece&#8221; remains important, only the &#8220;early&#8221; can &#8230; go.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading13671_08d00f-2c, .wp-block-kadence-advancedheading.kt-adv-heading13671_08d00f-2c[data-kb-block=\"kb-adv-heading13671_08d00f-2c\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading13671_08d00f-2c mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading13671_08d00f-2c[data-kb-block=\"kb-adv-heading13671_08d00f-2c\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading13671_08d00f-2c img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading13671_08d00f-2c[data-kb-block=\"kb-adv-heading13671_08d00f-2c\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h3 class=\"kt-adv-heading13671_08d00f-2c wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading13671_08d00f-2c\">Sources:<\/h3>\n\n\n\n<p>Sources:<\/p>\n\n\n\n<p>&#8220;Edward Bernays And The Science Of Opinion Making&#8221; &#8211; ARTE documentary from 2017 &#8211; <a href=\"https:\/\/archive.org\/details\/edward-bernays-und-die-wissenschaft-der-meinungsmache-jimmy-leipold-2017\" target=\"_blank\" rel=\"noopener\">https:\/\/archive.org\/details\/edward-bernays-und-die-wissenschaft-der-meinungsmache-jimmy-leipold-2017<\/a><\/p>\n\n\n\n<p>Alexa Hoyland, Louise Dye and Clare L. Lawton, &#8220;Nutrition Research Reviews&#8221; , Volume 22 , Issue 2 , December 2009 , pp. 220 &#8211; 243 DOI: <a href=\"https:\/\/doi.org\/10.1017\/S0954422409990175\" target=\"_blank\" rel=\"noopener\">https:\/\/doi.org\/10.1017\/S0954422409990175<\/a><\/p>\n\n\n\n<p>Adolphus K, Lawton CL, Dye L. The effects of breakfast on behavior and academic performance in children and adolescents. Front Hum Neurosci. 2013 Aug 8;7:425. doi: 10.3389\/fnhum.2013.00425. PMID: 23964220; PMCID: PMC3737458. <a href=\"https:\/\/pubmed.ncbi.nlm.nih.gov\/23964220\/\" target=\"_blank\" rel=\"noopener\">https:\/\/pubmed.ncbi.nlm.nih.gov\/23964220\/<\/a><\/p>\n\n\n\n<p>Wang K, Niu Y, Lu Z, Duo B, Effah CY, Guan L. The effect of breakfast on childhood obesity: a systematic review and meta-analysis. Front Nutr. 2023 Sep 6;10:1222536. doi: 10.3389\/fnut.2023.1222536. PMID: 37736138; PMCID: PMC10510410. <a href=\"https:\/\/pubmed.ncbi.nlm.nih.gov\/37736138\/\" target=\"_blank\" rel=\"noopener\">https:\/\/pubmed.ncbi.nlm.nih.gov\/37736138\/<\/a><\/p>\n\n\n\n<p>Kwon A, Kim S, Choi Y, Kim HY, Lee M, Lee M, Lee HI, Song K, Suh J, Chae HW, Kim HS. Effects of Early Wake-Up Time on Obesity in Adolescents. Child Obes. 2024 Apr;20(3):188-197. doi: 10.1089\/chi.2023.0016. Epub 2023 May 11. PMID: 37166826; PMCID: PMC10979690. <a href=\"https:\/\/pubmed.ncbi.nlm.nih.gov\/37166826\/\" target=\"_blank\" rel=\"noopener\">https:\/\/pubmed.ncbi.nlm.nih.gov\/37166826\/<\/a><\/p>\n\n\n\n<p>Asao, K.; Marekani, A.S.; VanCleave, J.; Rothberg, A.E. Leptin Level and Skipping Breakfast: The National Health and Nutrition Examination Survey III (NHANES III). Nutrients 2016, 8, 115. <a href=\"https:\/\/doi.org\/10.3390\/nu8030115\" target=\"_blank\" rel=\"noopener\">https:\/\/doi.org\/10.3390\/nu8030115<\/a><\/p>\n\n\n\n<p><\/p>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Breakfast is the most important meal of the day.&#8221; Few nutritional phrases are as culturally ingrained as this one. Parents tell their children, coaches tell their clients, companies build entire routines around it. But the interesting question is: is it a narrative or is it true? And above all &#8230;&hellip; <\/p>\n","protected":false},"author":1,"featured_media":13689,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[436],"tags":[],"class_list":["post-13712","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/www.wieden.com\/en\/wp-json\/wp\/v2\/posts\/13712","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wieden.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wieden.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wieden.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wieden.com\/en\/wp-json\/wp\/v2\/comments?post=13712"}],"version-history":[{"count":5,"href":"https:\/\/www.wieden.com\/en\/wp-json\/wp\/v2\/posts\/13712\/revisions"}],"predecessor-version":[{"id":13820,"href":"https:\/\/www.wieden.com\/en\/wp-json\/wp\/v2\/posts\/13712\/revisions\/13820"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.wieden.com\/en\/wp-json\/wp\/v2\/media\/13689"}],"wp:attachment":[{"href":"https:\/\/www.wieden.com\/en\/wp-json\/wp\/v2\/media?parent=13712"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wieden.com\/en\/wp-json\/wp\/v2\/categories?post=13712"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wieden.com\/en\/wp-json\/wp\/v2\/tags?post=13712"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}