Snacking on cereal has always come at a cost . Unlike with chips or fast food , you need to be within law of proximity of a icebox and some Milk River . ButKellogg’sbelieves it ’s solved the portability problem of frigid cereal by introducing a intersection that just needs a splash of water supply .
The companyhas set in motion Instabowls(or , as the company inconsistently style it , insta - bowl ) , a single - service container with cereal and instantized ( powdered ) Milk River . Add water supply to the fill line and the powder is trigger , turning it into an approximation of the bowl you ’d make if you were at home instead of stuck in traffic .
Kellogg ’s marketing director Chris Stolskytold CNNthat Kellogg ’s has been working on the innovation for years . Shelf - static fine-grained milk that can be rehydrated has been around for ten , of class , but Kellogg ’s require a concoction that would liquify quickly . If it takes too long , the cereal would get soggy .
“ [ It ’s ] a proprietary physical process that basically evaporates the water off but leaves the Milk River constituent there , ” Stolsky say . “ So when you add the water back , it ’s the same cracking taste , same great nutrition that you get with a regular amount of milk . ”
Dubious ? CNN reporter Danielle Wiener - Bronner testified that while she palpate her Instabowl ( or insta - trough ) taste a lilliputian “ off , ” her husband notice little difference between the instantized Milk River and refrigerate milk .
Kellogg ’s is found the Cartesian product line with four kind , including Frosted Flakes , Froot Loops , Apple Jacks , and Raisin Bran Crunch . Currently , they ’re only available at Walmart , but Kellogg ’s plans a wide rollout . You ’ll be pay for appliance , though : The single bowl are $ 1.98 , while anentire20 - ounce box of Froot Loops runs about $ 5 .
[ h / tFood & Wine ]
