Food & Drink

Cereal ain’t what it used to be

Gone are the days of simple cereal and milk.

It’s now, “Can I please have full cream, low fat, skim milk, lactose-free milk, rice milk, oat milk, soy milk, almond milk or coconut milk with that, thanks”.

And it doesn’t end there.

Kellogg’s recently released their stats on Aussies and their cereal creations, from the good, to the bad and the down-right WHAT ARE YOU THINKING. And if these statistics tell us anything about the population, it’s that we are adventurous eaters – well 82% of survey respondents claim to be. But you can be the judge of that.

Australians shared their desire to change up their morning routine by adding a few unexpected savoury ingredients to their bowl of cereal.

On the understandable spectrum of things, 31% agreed they would be open to adding a warm dollop of peanut butter to their brekky. And that’s where the understanding stops.

23% of respondents said they would add a dash of olive oil, which is considered dull when paired against 12% of the population who think adding vegemite to cereal is acceptable. Then to put the cherry on top of the cake, 8% were interested in sprinkling sauteed veggies all over their delicious bowl of Kellog’s. We ask WHY?!

As milk moves away from its previous stardom, other less traditional liquids are in line to take the cereal accompanying crown. Over half of the respondents (58%) would use fruit juice in place of milk, followed by 39% opting for probiotic drinks such as fermented milk or kombucha. Just over a third of the population chose coconut water if milk was not on offer.

However, the most interesting, yet disturbing fact we learned was that 1 in 4 respondents had tried and enjoyed chicken soup with rice bubbles. Maybe we shouldn’t knock it until we try it.

Soup + Cereal: Image supplied

But wait, the cereal investigation continues. A shocking 80% of Aussies admit to eating their cereal out of a mug. We’d like to know how they fit enough brekky into one!

15% voted that soggy cereal was better, whilst half of the participants vowed that cereal should always be crunchy and that they would only leave it in their milk for 30 seconds.

It turns out that we love cereal so much we don’t just eat it between 6:00am – 11:30am, with over half of the participants sprinkling cereal on their milkshakes, 26% on their salads and 32% on their doughnuts. We’re more shocked that 32% of people are making their own doughnuts.

Image supplied

So why is Kellog’s so interested in what weird and wonderful creations Aussies have come up with?

Well because they’ve announced a search for extraordinary cereal creations and their creators to star in a new campaign. Kellogg’s has enlisted Lucky Price, casting director for shows such as The Block and The Bachelor, to help with this search. Commenting on the campaign, Price said:

“I’ve spent over a decade finding the most extraordinary ordinary people for Australian screens and if this research is anything to go by, I’m excited to meet the kinds of people behind these creative choices. Be it hazelnuts, honey or hot sauce, I want to hear from you!”

From surfers to nurses, uni students to senior citizens and everyone in between, Kellogg’s is encouraging all Australians to apply for the opportunity to feature in the next campaign which will air in January 2020. To enter, Australians simply need to submit a photo or video of themselves with their perfect bowl and describe how they eat their Corn Flakes, Rice Bubbles or Just Right to be in the running. Applications need to be submitted before 21 April 2019 through the Kellogg’s Facebook page www.facebook.com/KelloggAU/.

Happy crunching.

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