Apparently, a lot of them find it too much trouble to consume.
A study has found that Americaâ€™s millennials are skipping out on cereal because it’s simply too much of an inconvenience.
(Yes, the cold kind that requires little more than pouring something into a bowl and then pouring milk over it.)
An astonishing 40 percent of millennials surveyed said they reach for something else, like a smoothie or breakfast bar, reported by The New York Times.
One of the biggest problems was with the washing up. “Almost 40 percent of the millennials surveyed by Mintel for its 2015 report said cereal was an inconvenient breakfast choice because they had to clean up after eating it,” it reported.
Another factor included the fact that many consumers donâ€™t want to start their day with processed grains.
But they’ve solved the problem in Blighty. London now has a cereal cafe to save you all the effort of serving it and cleaning up yourself.
Located a stone’s throw from the similarly kooky cat cafe, Cereal Killer has 120 types of cereals from across the world on offer – and twelve varieties of milk to pour over them, from plain old semi-skimmed to strawberry and lactose free.
And at Â£3.50 for a large bowl, it’s set to make a killing.
After opening its doors for the first time at 7am yesterday, over 100 people turned up within three hours, eager to indulge in exotic American delicacies like Poppin’ Fruity Pebbles – a cereal loaded with tongue-tingling popping candy – and marshmallow-laden Lucky Charms.
For those desperate for an extreme sugar rush – or simply wanting to sidestep the dentist by rotting a rogue wisdom tooth directly out of their jaw – there’s also the option to add on extra toppings including chocolate chips, crushed Kinder hippos and fresh fruit – at 50p a time.
But you don’t have to be adventurous to eat here, you can still enjoy a small bowl of plain cornflakes – for the price of a 750g box from Sainsbury’s.
Cereal Killer, which stays open until 10pm for anyone who fancies a cold, milky dinner, is the brainchild of Belfast-born twins Alan and Gary Keery, 32.
The idea came to them during an afternoon stroll in London when they both fancied a bowl of cereal, but couldn’t get one anywhere.
“Weâ€™re celebrating cereal,” said Alan. “It totally baffled us that people eat cereal every day at home – but never outside the home. Itâ€™s crazy itâ€™s never been done before.”