Britain’s love affair with spice is officially spilling into breakfast — and Gen Z is turning up the heat. New research reveals that two in five Brits (43%) are actively looking for more exciting flavours, with younger generations driving demand for bold, unexpected combinations first thing in the morning.
Among Gen Z breakfast eaters, the appetite for experimentation is particularly strong. Almost three-quarters (74%) say they’re keen to try something new, while 63% are open to a “swicy” — sweet and spicy — start to the day. That curiosity is already shaping habits, with 16% of Gen Z adopting spicy breakfasts in the past year, compared to just 2% of Baby Boomers.
As food trends continue to blur the lines between comfort and creativity, breakfast is no longer immune.
Hot Honey, Chilli Flakes and Fiery Eggs: How Brits Are Eating Breakfast Now
The research shows Brits are getting creative with their morning meals — and hot honey is leading the charge. 39% say hot honey is their go-to spicy breakfast topping, followed by hot sauces (32%) and chilli flakes (29%).
When it comes to what’s getting the heat treatment, classic staples dominate:
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Eggs (38%)
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Breakfast wraps (33%)
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Hash browns (29%)
It’s a clear sign that bold flavours are being layered onto familiar favourites rather than replacing them altogether — a trend echoed across wider food culture and regularly explored.
Can a Spicy Breakfast Really Wake You Up?
Beyond flavour, many Brits believe spice delivers real functional benefits in the morning. 42% say a spicy breakfast makes them feel more awake, while 33% believe it boosts their mood. More strikingly, 28% claim spicy food wakes them up better than coffee — a figure that jumps to 53% among Gen Z.
In fact, six in ten people (61%) who regularly eat spicy food say it helps them feel more alert for the day ahead. Unsurprisingly, London has emerged as the UK’s spice capital, with 71% of Londoners embracing hotter flavours.
Why Breakfast Still Plays It Safe
Despite the growing hype around swicy mornings, breakfast habits remain stubbornly predictable. Nearly a third of Brits (32%) eat the same breakfast every day, while 44% prioritise whatever’s quickest over anything creative.
Other barriers include:
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Feeling too tired before 9am (24%)
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Preferring to stick with familiar options (31%)
It means that while Britain may crave excitement, convenience still rules the morning routine — something brands are now actively trying to disrupt.
Pete Wicks Launches the UK’s First Swicy Breakfast Delivery Service
To help Brits break out of their breakfast rut, TV personality Pete Wicks has stepped into an unexpected role: Britain’s boldest breakfast milkman.
This week, Wicks officially launched the UK’s first-ever Swicy Breakfast Delivery Service, arriving in a classic milk float at BOXPARK Shoreditch. Breakfast fans were surprised with deliveries of Crunchy Nut Hot Honey Crunchies, with further drops rolling out to key UK locations.
Each delivery pairs the limited-edition cereal with fresh milk from Bidlea Dairy Farm’s award-winning Holstein-Friesian cows, highlighting how milk’s naturally rich casein protein helps balance sweet and spicy flavours.
The campaign follows huge online buzz after the swicy cereal was first announced in December 2025, sending social media into overdrive and cementing “swicy” as one of the year’s most talked-about food trends.
Britain’s Love of Spice Goes Beyond Breakfast
While mornings are heating up, Britain’s passion for spice is already well established. According to the research:
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75% get their spice fix from curries
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60% from chilli sauces and oils
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46% from tacos and Mexican dishes
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46% from spicy snacks
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43% from noodles and ramen
A quarter of Brits (25%) say the start of the year makes them crave more exciting flavours, with 36% of Gen Z now more inclined to add spice to their food.
Pete Wicks on Why Britain Needs Swicy Mornings
Pete Wicks 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 Swicy Breakfast Delivery Service has been a right laugh — and if it gives people the guts to try something different in the morning, we’ve done our job.”
A spokesperson for Crunchy Nut added:
“Our research shows the nation is genuinely excited by the idea of spice at breakfast. Crunchy Nut Hot Honey Crunchies deliver that flavour in a way that’s fun, surprising and totally delicious — and Pete helping us launch the Swicy Breakfast Delivery Service gives people the confidence to try something bolder.”
How to Get a Swicy Breakfast Delivered
Missed Pete’s milk float? Breakfast lovers in London and Manchester can still get involved. Follow @kelloggs.uki on Instagram and send a DM for the chance to receive one of 50 limited-edition Crunchy Nut Hot Honey Crunchies breakfast drops. Terms and conditions apply.
