Portable foods have become a must in the modern world. Breakfast cereal, and milk for that matter, both have been losing out to grab-and-go breakfast options.

Kellogg’s, a longtime stalwart in the cereal aisle, is looking to reverse that trend with its new Instabowls breakfast cereal. Featuring four classic varieties — Frosted Flakes, Froot Loops, Apple Jacks, and Raisin Bran Crunch — Instabowls only requires the consumer to add cold water before eating breakfast.

No worries for the traditionalists, however, as the milk is already in the bowl . . . hence the trademarked name Instabowls. This time around the classic complement to cereal is powdered milk. The instructions read: Just add cold water to the fill line and the instantized milk turns into real milk with a quick stir.

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

Longtime partners

Beverage milk and breakfast cereal have been long hitched together as complementary food items just like ketchup and French fries. When you have cold cereal, consumers complement the meal by pouring milk into the bowl.

That once daily routine has been fading from American households due to busy, on-the-go schedules for many people. And it has caused a steep downturn in both cold breakfast cereal and milk sales.

Instabowls are billed as Kellogg’s product solution for consumers who demand on-the-go food options. Consumers ultimately will decide if the product meets their needs. At the onset, the new product introduction is available in the cereal aisle at Walmart.

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September 19, 2022
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