Scientists develop revolutionary cereal that doesn’t go soggy

It's the news all crunch lovers have been waiting for

After 18 months of painstaking research where food scientists pored over hundreds of recipes, innovators appear to have achieved what few people thought possible - by beating the crucial three-minute sog test.

The news is sure to delight the nation as new research from Kellogg’s discovers that soggy cereal is a big no no for Brits – with 51 per cent of those surveyed saying they prefer cereal that’s crunchy. 

Almost a third (32 per cent) said that they worry about their cereal going soft, jumping to almost half (45 per cent) in London - with 15 per cent even saying that soggy cereal would ruin their morning completely.  

 The revolutionary new cereal, Kellogg’s Oaties, available in Original Crunch and Choco Crunch, managed to retain its structural integrity during the three-minute soak test, thanks to its unique shape and high-fibre ingredients.  

 To mark the innovation, a new study has pinpointed the nation’s ‘crunch capital’, as well as identifying the most prolific places in Britain which prefer their cereal with a little less bite. 

Wrexham topped the list, with Leeds and Norwich also revealed among the places where most families love crunchy cereal. 

The UK’s top 10 ‘crunch hotspots’:

1. Wrexham
2. Aberystwyth
3. Cardiff
4. Newcastle
5. Swansea
6. Leeds
7. Norwich  
8. Cambridge
9. Brighton & Hove
10. Wolverhampton

For crunch lovers, texture (64 per cent), a better eating experience (55 per cent) and being a better pairing with milk (53 per cent) are the main reasons for firmly choosing team crunch.  

 Almost half (49 per cent) of Gen Z said that they want to eat crunchy foods because of social media food videos, whereas millennials (48 per cent) said that it’s because of visual appeal and textures. 

 Other astonishing discoveries highlighted that 13 per cent of Brits would consider adding ice cream to their cereal alongside avocado (10 per cent), cheese (10 per cent) and even hard boiled eggs (8 per cent). 

Most, however, are happy to stick with fresh fruit (33 per cent), honey (23 per cent), dried fruit (22 per cent) and yoghurt (21 per cent) as their cereal toppings.