…enter Bernays. He and Beech-Nut approached a physi­cian who told them he would rec­om­mend a “heavy” breakfast—basically, bacon and eggs—over light items, again for health rea­sons. A heav­ier break­fast would, accord­ing to this doc­tor, replen­ish ener­gy lost overnight. Bernays asked him to write about 5,000 of his col­leagues and ask their opin­ion on the mat­ter. Near­ly all of them, Bernays said, con­clud­ed that a heavy break­fast was “bet­ter for the health of the Amer­i­can peo­ple.”