Brands like Kellogg's are promoting nighttime as another eating occasion.
Going nocturnal

Breakfast, lunch and dinner are not the only eating occasions that food manufacturers can cash in on. For a bedtime snack, consumers are increasingly turning to foods with functional ingredients designed to help them relax, restore energy or help with sleep.

Stress is a major factor in the lives of many worldwide. In the United States, 56% of women and 46% of men consider stress to be a concerning health issue. Some products are taking inspiration from the tea industry, marketing food and beverage products as relaxing or soothing. Lidl, Neckarsulm, Germany, has introduced Solevita Relaxing Juice in Spain, which contains melatonin to help consumers calm down before bed. Kellogg’s, Battle Creek, Mich., repackaged its All-Bran cereal in Mexico and Colombia, promising that night-time consumption can help with digestion.