Weetabix's own "beige flag" sparks national breakfast debate

Breakfast cereal, Weetabix has sparked debate over when Weetabix lovers should pour milk into their bowl.

In response to a tweet from TV presenter James May, who was calling out anyone who put milk in a bowl before cereal, Weetabix cheekily posted a video doing exactly that.

Referring to it as their “beige flag” (a phrase that refers to the most eccentric habit of one's spouse or partner), the video saw milk being poured gently into a bowl before Weetabix then dropped in two of their famous biscuits into the mix, making quite the splash, both literally and across the country.

Starting national debate, Good Morning Britain and The Daily Star have taken up the baton as Weetabix asks people #BixFirst or #MilkFirst?

“Here at Weetabix we love to encourage people to eat their Weetabix in different ways, be that with interesting recipes, or quite simply, when to add your milk," said Lorraine Rothwell, Head of Marketing at Weetabix.

“After making breakfast for 90 years, we know a thing or two about how to deliver everyone’s own perfect bowl, and when you add your milk is a part of that. Whether you want your bix crispy or milky, there’s more than one way to enjoy breakfast!

"This summer, we anticipate breakfast time to be bigger than ever as the Women’s World Cup kicks off each morning as people across the UK tuck into their Weetabix. Which is why we have created exciting on-pack opportunities for fans to get their hands on official football shirts and footballs every 90 minutes, which we will be supporting with a 360-degree activation encompassing ecommerce, social media and in-store shopper media and ATL advertising, in a campaign representing an investment in the excess of £2m.”