College kids have been mixing up cereals forever, but starting in early July, Kellogg’s is taking the concept one step further, mixing cereal brands and much more in Times Square, CNN reports. These mixed "artisanal" bowls will be more complex than simply two or three cereals mixed together and topped with milk. They'll include fresh fruits, herbs, nuts, lemon zest and other flavorful toppings, and diners can even swap out the milk for ice cream.
The price for one of these creations at Kellogg's NYC, as the cafe is called, will be between $6.50 and $7.50 a bowl. (I'm not sure if that includes the milk or ice cream.)
So why would someone pay that much for a bowl of cereal when you can buy an entire box — or two boxes, if you hit a good sale — for that much money? As the Kellogg Co. representative explains in the video above, it's for the same reason people will pay for a cup of coffee instead of making coffee at home: the experience.
I'm not sure the world needs a cereal cafe, but Kellogg's thinks it does, and it needs people to be inspired by the combinations. The purpose of this cafe is not just to get people walking through the front doors. Kellogg's is hoping that people will recreate these combinations at home, and that means buying more cereal. NBC News reports that Kellogg's cereal sales are declining because breakfast options are increasing. In an effort to boost sales, the company is trying to market cereal as food for anytime. Cereal as a night-time treat or an on-the-go snack will be the new marketing idea. (Although I don't know how new of an idea that is; my teenage sons eat cereal 24/7.)
The cafe is expected to appeal to millennials. No surprise there. The menu is full of sugary combinations like "Honey Buzz" — Honey Smacks with honey, toasted pecans and banana chips — and "Life in Color" — Froot Loops with lime zest, marshmallows and passion fruit jam.
There will be a few less sugary options, like "You're Cracklin' Me Up" — Cracklin' Oat Bran with dried cranberries, white chocolate and toasted coconut — and the "Peppermint Patty" — Frosted Mini-Wheats with fresh mint and cocoa powder. These combinations can't be considered healthy, but they're slightly better than the super-sugary options.
If this concept is going to work anywhere, Times Square is the place. Besides, $7.50 is a bargain for a meal in that part of New York City. Times Square is usually full of tourists looking for experiences they can't get anywhere else. On top of that, cereal is quick meal to serve and to eat, leaving people with lots of time to visit the other food options nearby, like M&M's World and Hershey's Times Square.