SOURCE: Emerald Nuts

Emerald Nuts

April 15, 2011 07:30 ET

Survey Finds Americans Rushed for Time, Less Discriminating and Forgetful When It Comes to Breakfast

Emerald® Breakfast on the go!™ Reminds Consumers to Humanize Your Morning

SAN FRANCISCO, CA--(Marketwire - Apr 15, 2011) - Many agree that breakfast is the most important of all meals, but today's on-the-go breakfasts are often boring, functional and forgettable. Surprisingly, one in four Americans cannot remember everything that they consumed for breakfast during the past three days, and three out of five admit that they spend more time choosing an outfit than planning what they will eat for breakfast.

A new breakfast survey conducted by Kelton Research on behalf of Emerald® Breakfast on the go!redefines the breakfast table and uncovers surprising trends about American habits and attitudes about the first meal of the day.

Americans eat breakfast in a variety of on-the-go situations, including while riding in a vehicle, while walking to work, while waiting at the coffee shop and when walking into meetings.

Surprising Survey Results:

  • More than four out of ten (41 percent) breakfast-eaters consume their breakfast on-the-go at least once a week.
  • Nearly one in three (32 percent) admit that they sometimes feel guilty about what they ate for breakfast. Pizza, either cold or warmed up, topped the list.
  • More than one quarter (27 percent) of breakfast eaters spend less than one minute preparing or cooking what they typically eat in the morning.
  • Well over one third (40 percent) believe that trying to incorporate healthy foods takes the enjoyment out of breakfast.
  • A majority of breakfast eaters put more thought into daily fashion choices than breakfast decisions. Close to three in five (56 percent) take more time to think about their outfit than their breakfast.
  • Among the most unusual breakfast foods people admitted to eating: cold macaroni and cheese, a buffalo burger, peanut butter and pickle sandwich, wedding cake, crab legs, potato salad, olives and rice with ketchup.

Three Blends, Universal Appeal
"Eating on-the-go is part of our daily lifestyle and breakfast is the meal we are most rushed to consume," said Jeff Ngo, Director of Marketing for Emerald. "With Emerald® Breakfast on the go!, we believe that eating breakfast doesn't have to be joyless and functional, but can be delicious and better for you."

Emerald® Breakfast on the go! was created for busy adults and kids in three delicious flavors: Berry Nut Blend, Breakfast Nut Blend and S'mores Nut Blend. Each pouch is filled with Emerald® nuts, dried fruit and crunchy granola clusters; and contains 200 calories or less per pouch. There are five convenient pouches per box. Emerald® is currently offering a $1 off coupon at

"Humanize Your Morning"
To introduce the new product, Emerald® Breakfast on the go! launched a new campaign -- "Humanize Your Morning" -- on March 31 with national TV spots, print advertisements and digital advertisements.

"This campaign is about breaking out of the joyless breakfast bar mentality," Ngo said. "We were surprised when people described eating breakfast bars as a convenient, but almost functional experience where taste was not a primary consideration. Humanize your morning reflects how Emerald® Breakfast on the go! allows people to have a delicious eating experience while seeking a convenient, on-the-go breakfast."

About the Survey
The breakfast survey was conducted by Kelton Research on behalf of Emerald® Breakfast on the go! between March 21st and March 29th, 2011 using an email invitation and an online survey. Quotas are set to ensure reliable and accurate representation of the total U.S. population ages 18 and over.

Consumer Web Sites:,

Contact Information

  • For more information, contact:

    Ann Appleseth
    The Integer Group for Emerald Nuts
    Phone: 515-247-2620
    Email: Email Contact

    Nickelle Stevens
    The Integer Group for Emerald Nuts
    Phone: 515-247-2749
    Email: Email Contact