Kellogg’s unveils instabowl cereals that don’t require milk

Kellogg’s introduces instabowl cereals where consumers can add cold water to “create real milk instantly.” The new line-up includes Kellogg’s Frosted Flakes, Froot Loops, Apple Jacks and Raisin Bran Crunch.

“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, marketing director at Kellogg Company. “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.”

Each portable bowl is pre-portioned, single serves. Consumers need to add cold water to the fill line and the instantized milk turns into real milk with a stir.