Tuesday, January 16, 2007

New Breakfast Epidemic


It's not unusual for Dee McKinsey to have three cans of Coke before she leaves the house each morning for her job as the regional director of boards and volunteerism at the American Cancer Society in Chicago.

"There is nothing better than the feel of Coke on the back of your throat in the morning," said McKinsey, a morning pop drinker since the 1970s, savoring the cold, stinging sensation that coffee drinkers just don't get.

But these days, more people are enjoying that chilled morning jolt as they increasingly turn to soft drinks instead of coffee, flaunting mom's no-pop-for-breakfast rule many had in their youth.

Consumption of soft drinks at breakfast eaten outside the home has nearly doubled in the past 15 years, while coffee consumption with breakfast outside the home has fallen nearly 25 percent, according to data compiled by New-York based consumer research firm NPD Group, which has offices in Rosemont.

Not that I'm looking forward to the inevitable nanny-state reaction that will follow this new "epidemic," but come on Dee; three Cokes before you even go to work?

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