Breakthroughs in chronobiology have shed light on the mystery of missing morning calories in breakfast studies. The idea that “breakfast is the most important meal of the day” can be traced back to Edward Bernays, the “Father of Public Relations,” who popularized the bacon-and-eggs breakfast for a bacon company. Despite powerful corporate interests perpetuating breakfast myths, skipping breakfast for weight loss may not be effective. Research shows that breakfast eaters tend to consume more calories but also engage in more light-intensity physical activity in the mornings, burning off excess calories. However, recent studies in chronobiology suggest that when we eat may be just as important as what we eat. Morning calories seem to have less impact on weight gain compared to evening calories. So, perhaps breakfast should indeed be considered the most important meal of the day.