These Single-Serve Kellogg’s Cereals Just Need Water to Make a Bowl of Comfort Food

Snacking on cereal has at all times come at a value. Unlike with chips or quick meals, you want to be inside proximity of a fridge and a few milk. But Kellogg’s believes it’s solved the portability drawback of chilly cereals by introducing a product that simply wants a splash of water.

The firm has launched Instabowls (or, as the corporate inconsistently types it, insta-bowls), a single-serve container with cereal and instantized (powdered) milk. Add water to the fill line and the powder is activated, turning it into an approximation of the bowl you’d make if you happen to have been at dwelling as a substitute of caught in site visitors.

Kellogg’s advertising and marketing director Chris Stolsky instructed CNN that Kellogg’s has been engaged on the innovation for years. Shelf-stable powdered milk that may be rehydrated has been round for many years, of course, however Kellogg’s wanted a concoction that will liquify rapidly. If it takes too lengthy, the cereal would get soggy.

“[It’s] a proprietary process that essentially evaporates the water off but leaves the milk components there,” Stolsky stated. “So when you add the water back, it’s the same great taste, same great nutrition that you get with a regular amount of milk.”

Dubious? CNN reporter Danielle Wiener-Bronner testified that whereas she felt her Instabowl (or insta-bowl) tasted a little “off,” her husband detected little distinction between the instantized milk and refrigerated milk.

Kellogg’s is launching the product line with 4 varieties, together with Frosted Flakes, Froot Loops, Apple Jacks, and Raisin Bran Crunch. Currently, they’re solely obtainable at Walmart, however Kellogg’s plans a wider rollout. You’ll be paying for comfort, although: The single bowls are $1.98, whereas a complete 20-ounce field of Froot Loops runs about $5.

[h/t Food & Wine]

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