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The Associated Press reports that there is a new food trend afoot in America: Second breakfasts. And maybe even third breakfasts.

According to the story, “On-the-go Americans increasingly are consuming their morning calories over several hours instead of sitting down to devour a plate of pancakes, bacon and eggs in one sitting. The case of the morning munchies is being fueled by the belief that it's healthier to eat several smaller meals instead of three squares a day. What qualifies as a snack or a meal is a matter of perspective, of course. But food companies are rolling out smaller bites that feed the growing appetite for morning snacks.”

The AP goes on: “Market researcher The NPD Group estimates that the number of times people snack in the mornings will jump 23 percent between 2008 and 2018. That's compared with a 20 and 15 percent increase in afternoon and evening snacking, respectively.”
KC's View:
I get this. I usually eat 2-3 breakfasts a day, mostly because the first one is at 5 am.

So this strikes me as an interesting marketing opportunity for food retailers.