Cereal lovers have just three minutes to finish their breakfast before sogginess kicks in, research reveals

The Sun

16-06-2025

CEREAL lovers have a three-minute window to finish their bowl – before sogginess ruins the most important meal of the day.
While almost half report tucking into a bowl of cereal most mornings, 32 per cent admit to panicking about it going limp in too much milk, rising to 45 per cent in London, a poll of 2,000 adults shows.
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The research reveals that for 15 per cent, starting the day with a soggy bowl is enough to ruin their whole morning.
That said, some actually prefer it that way – with a similar number claiming they like their cereal fully soaked, while half insist it must keep its crunch.
Of these, 55 per cent reckon it makes for a better eating experience, and 53 per cent say it simply pairs better with milk
Many reported that opting for a cereal breakfast makes for a smoother morning with their children.
Seven in 10 said it is quick to prepare and eases the process of getting kids ready in the morning, and half admitted it's a meal their kids will actually eat.
The research was commissioned by Kellogg's to mark the launch of Oaties – a new oat based cereal.
Food scientists have developed the cereal over the last 18 months and created what is believed to be the first sog-defying cereal, thanks to its unique shape and high fibre ingredients.
The study also delved into Brits' breakfast habits, revealing a strong loyalty to dairy – with 91 per cent opting for cow's milk with their cereal.
When it comes to milk substitutes, oat milk has been tried by 38 per cent, while 33 per cent have poured on almond milk.
And 18 per cent have even thought about using hot chocolate.
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Cereal toppers are getting more adventurous too, as 13 per cent have considered adding ice cream, 10 per may add avocado, and eight per cent have flirted with toppings like cheese or even a hard-boiled egg.
Regular toppings are still most popular though, with 33 per cent adding fresh fruit, 23 per cent going for a drizzle of honey and 21 per cent mixing in yoghurt.
While seven per cent have been mixing in protein powder to kickstart the day.