A poll of 2,000 adults found 48% tucked into a bowl of cereal most mornings but 32% admit to panicking about it going limp in too much milk
Cereal enthusiasts have a mere three-minute window to polish off their bowl before the dreaded sogginess sets in, ruining what is often hailed as the most important meal of the day, reveals a recent survey.
The poll, which surveyed 2,000 adults, discovered that while 48% enjoy a bowl of cereal most mornings, 32% admit to panicking about it going limp in too much milk. For 15%, beginning the day with a soggy serving is enough to spoil their entire morning.
However, not everyone is averse to a bit of sogginess – 14% actually favour their cereal fully drenched, whereas 51% insist on maintaining the crunch for maximum enjoyment.
This research was commissioned by Kellogg’s to celebrate the launch of Oaties – a new oat-based cereal.
Food scientists have dedicated the past 18 months to developing the cereal, resulting in what is thought to be the first ‘sog-defying’ cereal, courtesy of its unique shape and high fibre ingredients.
Seven in ten parents said that cereal helps create a smoother routine for their children in the morning. The majority of parents prefer to give it to their kids as it is quick to prepare and 49% admitted it’s one of the only meals their kids will actually eat.
The study also uncovered a strong allegiance to dairy with 91% choosing cow’s milk for their cereal. In terms of dairy alternatives, oat milk has been sampled by 38%, almond milk by 33% and 18% have even contemplated using hot chocolate.
Cereal toppings are becoming increasingly adventurous too, with 13% contemplating adding ice cream, while 10% may add avocado, and 8% have flirted with toppings like cheese or even a hard-boiled egg.
Meanwhile, traditional toppings still reign supreme, with 33% opting for fresh fruit, 23% favouring a drizzle of honey and 21% stirring in yoghurt. In addition, 7% are adding a scoop of protein powder to their morning meal for an extra boost.