Prior to 1966, the leisurely breakfast was an important part of the routine of many households. But as more women began entering the workforce, suburban and rural workers faced longer commutes to work, and children became involved in more activities, the preparation of traditional breakfast fare such as bacon and eggs or even cereal seemed too time-consuming for many. The dilemma arose as to how to create a breakfast product that would be extremely quick to prepare and consume, yet still provide the same amount of nutrition as a meal would. Carnation rose to this challenge with its Instant Breakfast.
Instant Breakfast had first been developed by Carnation in 1964, but was available only to consumers in a small number of test markets until early 1966, when it became more widely distributed. Each package of Instant Breakfast consisted of six pouches of flavored mix which could be stirred into a glass of milk. Each prepared Instant Breakfast was touted to provide the equivalent amount of protein, vitamins and minerals as a traditional breakfast with eggs, bacon, buttered toast and orange juice. The product came in a variety of flavors, including Chocolate Malt, Vanilla, Strawberry and the best-selling Chocolate. My favorite, however, was the Eggnog flavor, which was especially delicious and tasted very much like the real thing rather than just a powdered imitation.
Instant Breakfast has been an enduring product over the last 50 years, as it is still available in supermarkets and online, and in several flavors (although, unfortunately, not Eggnog). It seems that consumers are still very much in search of the quick yet nourishing breakfast that Instant Breakfast provides.
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