Is the War on Bread over? 5 Reasons Bread is Winning

Decoding the Momentum of Bread

  1. DISRUPTION: The disruption is the role it plays in our lives. We wanted to avoid it for health reasons. Now the disruption is that it is coming back into our lives.
  2. INNOVATION: Is this the start of bread playing a new role in our lives? We have to reconsider bread beyond the calories to appreciate and to acknowledge the emotional impact that it has on us.
  3. POLARIZATION: The polarization is actually the depolarization. Not too long ago, we were in a war against bread, but in a crisis, all the old rules are off. Now there is discussion and debate around bread — where does it sit?
  4. STICKINESS: The bread-making moment is special enough in people’s lives that they are sharing it and posting it to their social media.
  5. SOCIAL IMPACT: Bread is becoming a topic / food / ritual that is uniting people in a time when we are separated. Bread provides an activity that everyone can come together to do.
  • “People in LA are so desperate for food that they’re actually starting to eat bread” — Whitney Cummings
  • “You gotta try baking your own bread in quarantine. It takes 14 hours to do right and it’s boring as shit”
  • I have done it. I’ve made bread (real bread, not biscuits or cornbread) for the first time in my life. I present three quarantineast rolls”
  • “I’ll make banana bread for anyone that has romaine lettuce. The trade will be made 6 feet apart and we will place the goods on the floor. No funny business” — Chrissy Teigan
  • People of interest (any political candidates/politicians, celebrities, artists, etc.)
  • Political issues / movements / trends
  • Brand/Product (e.g. across any industry or subcategory)



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Mike Berland

Momentum Maker, Author of Maximum Momentum, Founder & CEO of Decode_M