Kellogg’s first-of-its-kind cereal innovation calls for water, not milk

By Gill Hyslop contact

- Last updated on GMT

Pic: Kellogg
Pic: Kellogg

Related tags: Kellogg company, HFSS, Breakfast cereal, on the go, Milk

Hot on the heels of its High Court loss against the UK government – challenging the nutritional value of breakfast cereals with milk – the Frosted Flakes and Froot Loops maker has released a first-ever cereal innovation with milk already added in.

According to the breakfast cereal giant, cereal and milk go together like peanut butter and jelly (jam), but this is typically something that 68% of time-stressed adults pass over, preferring a breakfast on-the-go.

In his argument – in the legal action against the Department of Health and Social Care (DHSC) to contest 'unreasonable' HFSS regulations​ – Kellogg’s counsel Tom Hickman QC said it is self-evident that breakfast cereals are not eaten dry.

“They are not designed to be eaten in that way, they are not marketed to be eaten in that way and they are not in practice eaten that way,”​ he argued.

No milk, no problem

To ensure its popular cereals are accessible to everyone, Kellogg’s innovative team of developers has conjured up a revolutionary cereal that contains instantized milk. Just add cold water to Kellogg’s Instabowls and voila! Real milk in a quick stir.

Kellogg’s Instabowls come in four of its iconic cereal varieties – namely, Frosted Flakes, Froot Loops, Apple Jacks and Raisin Bran Crunch – in portable bowls that are a pre-portioned single serve and mess free.

“In recent years, there has been a huge trend toward portability for food, especially as busy schedules and life’s everyday curve balls prevent traditional sit-down meals,”​ said Chris Stolsky, Kellogg marketing director.

“We created Kellogg’s Instabowls as an easy solution for the ‘anytime cereal break’ so you can now bring your favourite Kellogg’s cereals with you wherever life takes you and not have to worry about milk, dishes or clean-up.”

The portable breakfast bowl got a big thumbs in a proprietary study to test consumer reaction in January 2021, with fans stating it is easier “to grab a bottle of water or find water than make sure that I have milk. Easy to store. Easy to travel with – and kids love it.”

The Battle Creek-based company is purportedly also exploring a plant-based non-dairy option, but this is taking “a little bit more time to work through that so the experience is the same​,” said Stolsky.

Kellogg’s Instabowls are launching in Walmart for an RRP of $1.98 per bowl, with a larger roll-out across the US to follow.

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