# Crispy Oat-Based Cereals Kellogg’s Oaties Come in Two Flavors and Stays Crispy in Milk By Michael Hemsworth | Published 2025-01-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/kelloggs-oaties References: [thegrocer](https://www.thegrocer.co.uk/news/kelloggs-launches-oat-based-crunchy-cereal-oaties-into-supermarkets/699541.article) & [kellanova](https://www.kellanova.com/us/en/home.html)  [Kellogg’s](https://www.trendhunter.com/trends/crunchy-oat-granola) Oaties cereal has been debuted by [Kellanova](https://www.trendhunter.com/trends/eggo-ice-cream-sandwiches) as its latest breakfast product for the UK market that has been developed with the [nutritional and taste preferences of consumers](https://www.trendhunter.com/trends/kelloggs-snack-range) in mind. The cereal comes in two varieties including Original Crunch and Choco Crunch, which are both HFSS-compliant to give them a nutrition-focused profile, and are crafted with a blend of oats and cereal flours. The cereals have a crispy, crunchy and satisfying texture that's reported to stay this way when paired with milk thanks to many months of R&D. R&D Cereal Technical Manager Caroline Deeley spoke on the Kellogg’s Oaties cereal saying, "Our world-class R&D team has worked tirelessly to perfect the new Oaties recipe, bringing together delicious flavour, nutrition, and a unique texture that keeps its crunch. It’s been many months in the making, but we’re confident our new Oaties range will be well worth the wait." Image Credit: Kellanova ## Trend Insights (Trend Hunter) - Score: 7.6/10 - Popularity: 96% | Activity: 97% | Freshness: 34% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Nutrient-enhanced Breakfasts:** Breakfast foods are increasingly focusing on nutrition as consumers seek healthier morning options that don't compromise on taste. - **Texture-optimized Foods:** Innovations in food textures are gaining traction, with products like crispy oat-based cereals retaining their crunchiness in milk for an enhanced consumer experience. - **Hfss-compliant Products:** Products adhering to HFSS standards are on the rise, addressing health regulations while appealing to nutrition-conscious consumers. ### Who This Affects Most - **Cereal Manufacturing:** The cereal industry is witnessing a focus shift towards healthier options with ingredients like oats that meet specific nutritional standards. - **Food Research and Development:** R&D in the food industry is ramping up efforts to deliver unique combinations of flavors and textures that appeal to evolving consumer tastes. - **Health-conscious Consumer Goods:** The market for consumer goods that emphasize health and nutrition, while offering appealing taste and texture, is expanding as consumer priorities shift. ## Related on Trend Hunter - [Lightly Textured Granola Cereals](https://www.trendhunter.com/trends/crunchy-oat-granola.md) - [Nutty High-Fiber Breakfast Cereals](https://www.trendhunter.com/trends/weetabix-oatibix-flakes-nutty-crunch.md) - [Biscuit-Flavored Oat Cereals](https://www.trendhunter.com/trends/quaker-oat-so-simple-carmelised-biscuit.md) - [Low-Sugar Multigrain Cereals](https://www.trendhunter.com/trends/rice-krispies-multigrain-shapes.md) - [Indulgent Breakfast Oat Cereals](https://www.trendhunter.com/trends/instant-quaker-oats.md) - [Crispy Caramel-Flavored Cereals](https://www.trendhunter.com/trends/coco-pops-chocos-caramel.md) - [Lifestyle-Conscious Cereal Products](https://www.trendhunter.com/trends/kelloggs-special-k-cereals.md) - [Chocolaty Low-Sugar Cereals](https://www.trendhunter.com/trends/coco-pops-chocos.md) - [Fiber-Rich Puffed Oat Snacks](https://www.trendhunter.com/trends/puffed-oat-cakes.md)