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US: Kellogg debuts portable cereal with ‘instantized milk’

In what it dubs “a revolutionary cereal innovation”, cereal lovers can now add cold water to new Kellogg’s Instabowls to get real milk instantly.

Instabowls are available for Kellogg’s Frosted Flakes, Froot Loops, Apple Jacks and Raisin Bran Crunch at Walmart for a suggested retail price of $1.98. They will roll out at more retailers nationwide in the future, the company said.

With people returning to school and work after the summer holidays and pandemic, Kellogg is aiming to innovate around on-the-go consumption as it also prepares for the launch of its dedicated cereal business.

Reaching consumers who travel to work and school has always presented difficulties for cereal brands, given the difficulty that accessing milk presents, but Kellogg believes its Instabowls provide a solution. 

According to the cereal giant, 68% of consumers like cereal but prefer eating breakfast foods that are easy to consume on-the-go.

Kellogg has sold portable, single-serve bowls of its cereal products for a while, but this new product could make them even more convenient. Since bottled water is more commonly available than milk, the company is pitching Instabowls as an easier way to eat a bowl of cereal.

The cereal giant told FoodDive.com that the “instantized milk” was designed specifically for the Instabowls, the first time it has been used with its products. Kellogg said the technology behind the milk is “quite complicated” because it is made of real milk and contains the same amount of nutrients as the dairy beverage.

“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 Kellogg Marketing Director Chris Stolsky. 

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

Kellogg’s focus on innovation comes as it prepares to split into three companies, including one dedicated to its cereal business. Last month, it announced the team of Kellogg veterans who will be at the helm of what it is tentatively referring to as North America Cereal Co, with Gary Pilnick as CEO.

Source: Kellogg’s, FoodDive.com

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