This news hit over the weekend, but it’s blowing up online, mostly because people think it sounds gross . . . Kellogg’s unveiled new single-serve containers of cereal called “Insta-Bowls” that require you to JUST ADD WATER. There’s powdered milk at the bottom. So you fill each one halfway with cold water to make it liquidy.
They’re doing a test run at select Walmarts and plan to sell them nationwide through Walmart.com soon. Each bowl costs $2, which is way more than a normal bowl at home costs. So they think we’ll pay extra for the convenient on-the-go aspect.
Powdered milk has been around since the 1800s, so it’s not clear why they’ve been sitting on the idea for so long. They’ve got four varieties to start: Frosted Flakes, Froot Loops, Apple Jacks, and Raisin Bran Crunch.
(Food & Wine / CNN)
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