Gen Z men have turned to eating fried eggs on Ryvita - in a surprising taste trend revealed in new research.
A new taste study of 2,000 people found the most popular crispbread topping among men aged 18 to 30 is the sort of thing that would be more at home on a Full English.
Forget the protein bars and powders, nearly four in 10 Gen Z blokes get their muscle-boosting nutrients from the classic fried egg - their number one Ryvita topping.
Fried eggs outperformed boiled in the survey suggesting young snackers are prioritising taste, speed and protein over perfectly plated meals.
While Gen Z women are less likely to opt for fried, nearly a quarter (23%) still pair Ryvita with fried eggs, often loading them with tomato (47%), avocado (44%) and cucumber (42%).
Millennial men are also getting involved, with almost one in five (19%) stacking Ryvita with eggs, compared with 14% of women in the same age group.
The pattern points to a wider snacking shift, with younger adults transforming Ryvita from a simple crispbread into a low-effort food flex - upgrading it with eggs, hot sauces and bold flavours to create something that feels indulgent, filling and functional.
Despite the Gen Z fried-egg moment, boiled eggs remain the nation's overall favourite, with around one in six Brits calling them their ultimate Ryvita pairing. Fried eggs come close behind on 14%, a figure heavily driven by younger men.
Nearly four in 10 Gen Z blokes get their muscle-boosting nutrients from the classic fried egg - their number one Ryvita topping
Eggs are naturally rich in protein and contain essential nutrients including vitamins D and B12, making them an easy way to boost the nutritional value of everyday foods.
Paired with Ryvita crackerbreads - which are high in fibre and a source of protein across ranges such as Multigrain, Sesame and Pumpkin & Oat - the result is a simple & flavour loaded protein alternative to powders, shakes or bars.
And its not just protein - data also shows Gen Z & Ms are using trending flavour pairings beyond golden runny yolks such as use hot sauces & sweet chilli to hack the common 'dry' perceptions of the nutritious and quick-to-assemble snack hack.
The trend mirrors the rise of so-called protein-maxxing and fibre-maxxing on social media, where younger adults search for simple, nutritious snacks that actually taste good.
A Ryvita spokesperson said: 'We love seeing younger eaters transform Ryvita into flavour‑packed snacks that go way beyond the crispbread they grew up with.
'From runny fried eggs to chilli‑loaded toppings, people are choosing combinations that are big on taste, big on protein, and brilliantly easy. It's exactly how Ryvita should be enjoyed... simple, satisfying and full of personality.'