Purpose: This article examines how Mulino Bianco, an iconic Italian bakery brand has reshaped the symbolic and material aspects of breakfast in Italy, transforming a declining practice into a common family occasion.

Methodology: A socio-historical analysis of the iconisation process has been undertaken with a framework investigating the symbolic, material and practice-based aspects of the brand and their changes over time. Archival marketing material, advertising campaigns and interviews with brand managers constitute the main data for analysis.

Findings: Three crucial moments have been identified in which the brand articulates its relationship with the practice of breakfast. During the launch of the brand, the articulation was mainly instigated via the myths of tamed nature and rural past, and the material aspect of the products reinforced such an articulation. In the second moment, the articulation was established with the brand’s materiality, emphasised through the use of promotional items targeting mothers and children. In the last phase, a cementification of the articulation was achieved mainly via the symbolic aspect of the brand – communicating Mulino Bianco as emblematic of a new family life in which the ‘Italian breakfast’ was central.

Originality: Theoretically this paper advances our understanding of the pervasive influence of brands in family life, showing how they do not simply reshape existing family food practices, rather they can re-create new ones, investing them with symbolic meanings, anchoring them with novel materiality and equipping consumers with new understandings and competences.