If beef is what’s for dinner, according to the resur- rected advertising campaign for the red meat pro- tein, then turkey might just be for breakfast. At least, expanding into the morning daypart is on the minds of those in the turkey industry, who have promoted the benefits of the morning con- sumption of lean protein like turkey. The National Turkey Federation (NTF) points out that lean pro- tein at breakfast helps reduce cravings, especially
among kids. The USDA underscores the value of a healthy
morning meal, with its data showing that a nutritious
breakfast leads to improved academic performance, fewer
absences from school and improved mood and memory.
Turkey for breakfast may be on the sunny side up.
According to the 2017 Technomic Center of the Plate: Poultry Consumer Trend Report, turkey has grown 28% on
breakfast menus, while turkey bacon has increased 13%
and turkey sausage climbed 12%.
Turkey is popping up in foodservice menus around the
country. Fast-casual and quick-service chains like Star-bucks, Caribou Coffee, Panera Bread and First Watch now
all include turkey on their breakfast menu.
Food brands are also adding new turkey products to
their portfolios for use at breakfast. Earlier this year,
Godshall’s Quality Meats added a new wood-smoked turkey bacon to its line, at the same price point as its other
bacon products. The Jimmy Dean’s Delights line of frozen breakfasts includes a turkey sausage breakfast bowl
and new turkey sausage frittata. The venerable turkey
brand of Jennie-O, for its part, introduced a new all natural turkey sausage product in 2017, available in original
and hot varieties.
Retailers can capitalize on the opportunity by offering prepared foods like grab-and-go handheld breakfast
meals with turkey. Grocers can also promote lean proteins
like turkey sausage, turkey bacon and other such products
that work with morning meals.
“Shoppers are always looking for quick and easy break-
Turkey is a top a choice for kickstarting the day.
fast solutions,” says Lauren Tulig, RDN, CD, nutrition
communications manager at Skogen’s Festival Foods
and NTF Advisory Board member. Among other sug-
gestions, she advises retailers to offer a variety of break-
fast recipes for shoppers, share easy recipe videos on
social media, offer make-ahead breakfast tips and invite
in-store dietitians to promote suggestions on healthy, pro-
tein-packed morning meals in their various social media
and media outlets. Protein Power in
Shoppers are always
looking for quick and easy
—Lauren Tulig, Skogen’s Festival Foods and NTF Advisory Board