Multicultural UK to ditch fried breakfast
The Corn Flakes maker revealed that a more varied approach to the traditional British breakfast could also see it replace dinner as the “main meal of the day”, with an increasing focus on health and convenience.
The firm’s report into breakfast and flavour trends, carried out by an independent panel of food experts, predicted that over the next two decades UK residents will ditch the classic muesli, cereal and bacon and eggs in favour of more exotic dishes.
Cheap air travel
Kellogg’s said the switch was likely to occur as a result of cheap air travel and a growing diversity of nationalities in UK, with more Brits being exposed to increasingly diverse snacks on their travels and at home.
Emigration and immigration will also have a “major impact” on the British palate with the main influences predicted to come from Poland, China, the Middle East and Scandinavia, according to the report.
TV food expert and panel member Guy Wolley said: “At the moment the UK has a taste for relatively plain breakfast flavours and the elements haven’t changed much since the 1930s.
“In the future we will take breakfast much more seriously and it may become the main meal of the day. We will also see some very different tastes and trends emerging. Seaweed, spices and fish will become popular in the morning.”
Kellogg’s also revealed that the biggest change is likely to be a move toward hot and spicy breakfast products currently favoured in the Far East. Many Brits will also be influenced by Middle Eastern spices, which can be added to the already popular breakfast cereal.
“Next big thing”
The Scandinavian influence and a need for a more “convenient” breakfast will see an increase in a more fish-based morning meal for the UK consumer, according to the cereal giant.
This will result in a move away from the traditional sausages and black pudding, usually a staple of the British fry-up, which will be replaced by healthier fish products such as kippers and sardines.
An increasing focus on health will also drive new “superfood” flavours with panel members predicting seaweed breakfast flakes set to be the “next big thing”.
Wolley added: “Dishes such as crab porridge and sumac flakes for breakfast may seem unbelievable but 20 years ago it would have seemed absurd that we would be eating raw fish wrapped in rice and seaweed – of course sushi is now a very popular cuisine.”
