Many people believe that real performance means working until late in the evening and people commit themselves to total self-optimization (Trendone, 2018). There is a pressure to keep functioning one’s private life perfectly as well as Instagram-worthy interior decoration, optimized wardrobes, exciting holidays and so on. Our diets are becoming a vehicle for self-optimization and fulfils an additional function by boosting people’s cognitive and physical performance. The consumer demands for performance food in the form of snacks throughout the day. Nowadays, eating should offer the maximum amount of performance benefits while involving as little work as possible. (Ibid.) An example, are the caffeinated bagels launched on the market in the US (Fast, 2017).
