Finally, I can leave my hip flask of 2% at home and enjoy cereal & milk on the go, with just a little H2O!
For the better part of the 2010s, a struggling cereal industry seemed convinced that the source of their woes were highly mobile professionals who didn’t have time to sit down and enjoy a meticulously milked bowl of crunchy stuff—so they tried everything from cereal shakes to pouched snacking cereals in an attempt to keep cereal top of mind and stomach alike.
That kind of failed, to be honest, and now that working from home is much more common, on-the-go cereal innovation seems to have stalled, with most companies pivoting toward the idea of cereal as a nostalgic anytime indulgence. But that apparently hasn’t stopped Kellogg’s from attempting one more alchemical metamorphosis to make breakfast a malleably mobile meal.
Introducing Kellogg’s Insta-Bowls: debuting in Frosted Flakes, Apple Jacks, Froot Loops, and Raisin Bran Crunch varieties, these little cups contain both cereal and powdered milk, so all you have to do is add water, stir, and you’ll theoretically have a complete bowl of cereal with milk—without having to leave a half gallon of milk in your hot car with the window cracked and its favorite tunes playing.
Will these Insta-Bowls be good? It’s too soon to tell, but I’ll be interested to give them a shot. It’s just a shame these don’t come with little telescoping utensils, too, so while an Insta-Bowl is more convenient, I’ll still have to keep a secret spoon sheathed in my belt loop like Napoleon Dynamite’s thrifted sai.
Special thanks to reader Laura for tipping me off about these!
The insta- bowls are great. I honestly think the Frosted Flakes are better this way as if the use of powdered milk and water changes something. The only problem is that I can’t see the fill line clearly as the cereal rises and it’s awkward string the Froot Loops bowl because of their size, so they often spill over the side. Other than that, I love these. I have not been able to find the Apple Jack’s bowl though.
EEEEWWWWW!
This is a great idea assuming the reconstituted milk tastes okay. People will have to get over the the idea of putting water on their cereal, but if the end result is good this might be a big hit.
Those “go cups” of cereal they already sell are nice and all, but they’re really just a dry snack. Most people probably don’t have milk at work and definitely not in their car, the two places where “cereal on the go” makes the most sense.