Kellogg’s wants you to add water to its new cereal. Really.
The company’s new “instabowls” look like traditional single-serve bowls — little tubs of cereal, designed to be eaten dry or with milk. But the instabowls also contain milk powder. When you add cold water and stir, the milk rehydrates and voila: instant milk and cereal.
This is the “first time that we’re able to give consumers the opportunity to have a milk and cereal experience without having milk readily available,” said Chris Stolsky, marketing director at Kellogg. “This can go with you wherever.”
The bowls come in four varieties: Frosted Flakes, Raisin Bran Crunch, Froot Loops and Apple Jacks. They are rolling out at select Walmart stores and available nationally at Walmart.com, and cost $1.98 per bowl.
Cereal sales had stagnated for years but got a boost during the pandemic.
In 2020, US ready-to-eat cereal sales surged to over $9 billion, up 9% from 2019, according to data from NielsenIQ. The bump was short-lived, however. In 2021, sales fell 7% to $8.4 billion — still above 2019 sales, but below the pandemic surge.
