New data reveals 97% of parents have sacrificed nutrition to avoid a battle with their kids over breakfast

• New survey data shows parents are balancing nutrition, convenience and kid appeal at breakfast, while increasingly looking for foods made with real ingredients.
• Welch’s new Simply Natural fruit spreads, made with just five simple ingredients, are a wholesome breakfast option both parents and kids can feel good about.
• Available at major retailers nationwide, Welch’s Simply Natural fruit spreads come in Concord Grape and Strawberry flavors and are free of high fructose corn syrup, artificial flavors, colors and preservatives.

WALTHAM, Mass., Sept. 15, 2026 /PRNewswire/ — A new survey reveals parents are in a bind when it comes to breakfast. They know the importance of starting the day with a balanced meal, but in the chaotic rush to get out the door, those good intentions can quickly fall by the wayside.

Finding something that checks all the boxes can feel like an impossible task. Parents say their biggest challenges are finding time to prepare breakfast in the morning (66%), finding foods they consider nutritious (43%), and finding something everyone likes (41%).

Yet, parents aren’t giving up on their breakfast aspirations. Compared with the breakfast they ate as children, 60% say they have higher expectations for what they serve their own kids. So, what does a “better” breakfast look like? It starts with the ingredients: 65% say real ingredients are their top consideration, followed by no artificial flavors or colors (39%) and ingredients they recognize or understand (38%). At the same time, those better choices need to fit seamlessly into the realities of a busy morning routine.

Welch’s new Simply Natural fruit spreads were designed with this in mind. Made with five simple ingredients and sweetened with cane sugar and a touch of real honey, Simply Natural fruit spreads are a convenient, wholesome breakfast staple that both parents and kids can feel good about.

“Welch’s has had a place in family routines for generations, but today’s parents expect more from the foods they put on the table,” said Andrew Hartshorn, Chief Brand and Innovation Officer at Welch’s. “Simply Natural reflects that shift with five simple ingredients, including a touch of real honey, in a fruit spread families already know and love.”

In recognition of Welch’s first fruit spread to be sweetened with real honey—and in celebration of National Honey Month in September— Welch’s is joining the National Honey Board in shining a spotlight on the new release.

“Fruit and honey are a naturally delicious combination, with honey bringing layers of flavor that complement the bright, familiar character of fruit,” says Catherine Barry, vice president of marketing for the National Honey Board. “We’re excited to see that pairing come together in Welch’s new Simply Natural fruit spreads.”

Available at major retailers nationwide, Welch’s Simply Natural fruit spreads come in Concord Grape and Strawberry flavors, as well as a variety of jars and squeezable bottles, from $3.44 to $4.47. Featuring the same great taste families know and love, the Simply Natural lineup is free of high fructose corn syrup, artificial flavors, colors and preservatives. 

With Simply Natural fruit spreads, Welch’s is giving families a way to make healthier mornings a little easier—and a lot more delicious. 100% of the profits from every sale also go directly to Welch’s Family Farmer Owners. For more information, visit https://welchs.com/en-us/simplynatural.

Survey Methodology

The Morning Routines & Breakfast Battles Survey was conducted online by Welch’s between August 24, 2026 and August 27, 2026. The study polled 1,012 U.S. adults age 25-44 with children age 5-12 and a household income under $150,000. The margin of error is +/- 3% with a 95% confidence level.

About Welch’s

Welch’s is proudly owned by a cooperative of U.S. family farmers. Best known for its iconic Concord grape juices, jams, jellies, and spreads made with grapes grown on their farms, Welch’s is a trusted leader in fruit-based food and beverages. Our purpose of nourishing through the goodness of fruit is at the heart of everything we do.

Founded in 1869, Welch’s has spent more than 150 years bringing real fruit flavor to families around the world. Today, the Welch’s portfolio includes a wide variety of juices, sparkling fruit beverages, jams and jellies, fruit snacks, fresh fruit, and more, crafted with a range of fruits to meet the needs of all families. Whether enjoyed at breakfast, in lunchboxes, or during celebrations, Welch’s products bring real fruit goodness to everyday moments.

Headquartered in Waltham, Massachusetts, Welch’s is committed to quality, innovation, and creating long-term value for its grower-owners. Learn more at www.welchs.com or follow on Instagram or TikTok.

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SOURCE Welch Foods Inc.