Kellogg's wants you to add water to its new cereal

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.

Some powdered milks take a lot of stirring, or even shaking, to resemble liquid milk, Stolsky noted. You can't really do that with cereal. And the longer it takes to fully rehydrate the milk, the soggier the cereal becomes. Before it could make Instabowls a reality, Kellogg's needed something that would rehydrate swiftly and easily.

Instabowls use "a proprietary process that essentially evaporates the water off but leaves the milk components there," Stolsky said. "So when you add the water back, it's the same great taste, same great nutrition that you get with a regular amount of milk."

www.cnn.com/2022/09/08/business-food/kelloggs-new-cereal/index.html