Photograph by Danny Kim for TIME; Gif by Mia Tramz for TIME
Recently, food marketers have noticed a new trend. Even as younger consumers have become more kale-curious and health-conscious, they are still clamoring for one particular type of fast food: breakfasts. In response, Taco Bell introduced an A.M. menu—including the new and terrifying Biscuit Tacos, where half the calories come from fat. McDonald’s, meanwhile, announced it was going to experiment with serving Egg McMuffins and pancakes all day long.
The media dubbed this battle for your dollar “The Breakfast Wars”—but you may be the true casualty.
Breakfast can be a good thing. Studies show that people who take time for a morning meal consume fewer calories over the course of the day, have stronger cognitive skills, and are 30 percent less likely to be overweight or obese. But when food marketers get their hands on it, “a hearty breakfast”…
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