Gen Z are turning up the heat at breakfast – by adding hot honey, hot sauce and even chilli flakes to their morning meal.
A poll of 2,000 people found those born after 1996 are the UK’s biggest fans of fiery food, with 74 per cent describing themselves that way thanks to the explosion of spicy food on social media.
And more Gen Z have adopted this spicy morning habit (16 per cent) in the past 12 months than any other generation, compared with just two per cent of Boomers.
Eggs (38 per cent), breakfast wraps (33 per cent) and hash browns (29 per cent) are all considered fair game to spice up as part of the morning routine.
Hot honey (39 per cent), hot sauce (32 per cent) and chilli flakes (29 per cent) are the most popular ways to add heat.
More than half (54 per cent) of Gen Z tucking into a spicy breakfast claim it is a better way to kick-start the day than coffee, with 61 per cent saying it helps them feel more awake for the day ahead.
The research was commissioned by Kellogg’s Crunchy Nut following the launch of its first ever sweet-meets-spicy cereal - Hot Honey Crunchies, and the brand has teamed up with Pete Wicks to crown him Britain’s boldest milkman.
The TV star appeared in a classic milk float to deliver the new cereal, paired with fresh milk from Bidlea Dairy Farm, which is naturally rich in casein, that brings a balance to the cereal’s warming heat and honeyed sweetness.
Pete said: “Who knew Brits were this obsessed with spice? I love it.
“We’ve been playing it safe at breakfast for way too long, so a little sweet heat first thing feels like exactly what the country needs.
“Getting to rock up as a milkman and help launch the cereal has been a right laugh – and if it gives people the guts to try something a bit different in the morning, we’ve done our job.”
The research also found 43 per cent of Brits are actively looking for more exciting flavours in general.
Yet despite this growing appetite for bold flavour, breakfast remains stubbornly predictable, with 54 per cent admitting they still eat the same thing every day.
More than two in five (44 per cent) will typically just grab whatever is quickest.
While 24 per cent are simply too tired to think creatively before 9am when putting together a bite to eat first thing.
Another 24 per cent prefer to play it safe, meaning exciting flavours rarely make it into the breakfast bowl.
A Crunchy Nut spokesperson added: “Our research shows the nation is genuinely excited by the idea of spice at breakfast.
“With Pete helping us launch, we’re giving people the confidence to try something a little bolder to start their days."
