‌Research from Kellogg’s Oaties has found that a growing number of families are navigating the so-called “5-9 before the 9-5". Parents clock up an average of 2.3 hours of household chores and complete more than 20 separate tasks before the paid workday even begins. Designed to protect that rare window of calm, Kellogg’s Oaties is an oat-based cereal developed to meet the needs of busy families and, crucially, it stays crunchy in milk. To support the campaign, Kellogg’s has partnered with celebrity parents Cara and Nathan Delahoyde-Massey, who have shared their personal tips for managing the morning “crunch time”. Even a few minutes together around the breakfast table helps everyone connect, reset and get ready for the day.