According to Loblaws eating cake in the morning will be a new trend in 2018. Their reasoning is quite simple, eat cake in the morning and work it off in the entire day. They are not saying you should eat cake each day. It would be better to eat it in the morning so that your body has the whole day to work it off as opposed when you eat cake before going to bed. The occasional indulgence should not do any harm. So get ready to wake and cake, this will a term you will be hearing a bit more often in the following months.