New Restaurant Serves Only Cereal — but With a Flair

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How Kellogg's is moving to "elevate the experience" of cereal with gourmet touches at its new cafe in New York.

Cereal. It’s what’s for breakfast, lunch and dinner at a new cereal bar and cafe in New York.

But Kellogg’s NYC, which officially opens July 1 in Times Square, is serving up much more than the standard bowl of cereal with milk. Kellogg’s is taking its popular cereals like Corn Pops, Frosted Mini-Wheats and Froot Loops, and making them “gourmet” with toppings that include lemon zest, thyme, chai tea powder, fresh mint and toasted pecans.

“We hope to elevate the experience from just cereal with milk,” Kellogg’s NYC partner, Anthony Rudolf, told the New York Daily News. “Just because I can open a beer at home, doesn’t mean I’m not going to the pub,” he adds, encouraging skeptics to belly up to a bowl.

Diners can opt for a la carte cereal options (only Kellogg’s cereals, of course) or choose one of 10 custom cereal dishes created by celebrity pastry chef Christina Tosi, founder and owner of Momofuku Milk Bar in New York City.

There’s the Life in Color, a bowl of Kellogg’s Froot Loops with lime zest, marshmallows and passion fruit jam, with Blue Marble ice cream (or milk). Or you can try You’re Crackin’ Me Up, a bowl of Kellogg’s Cracklin’ Oat Bran with dried cranberries, white chocolate and toasted coconut over milk or ice cream.

According to CNN Money, Kellogg’s first teamed up with Tosi in 2014 for a temporary pop-up cereal shop.

“People were so wowed by her recipes that we felt we were onto something,” Noel Geoffroy, Kellogg’s SVP of marketing and innovation, told CNN Money. “We wanted to continue this partnership with her.”

Although the cost of cereal at Kellogg’s NYC may seem steep – prices start at $6.50 a bowl – I have to admit, Tosi’s creations sound pretty tasty.

Given the popularity of cereal these days, Kellogg’s said its new cereal bar and cafe is sure to make a splash with diners.

“One-third of cereal consumption happens outside of breakfast hours,” said Geoffroy. “Cereals are meeting people’s meal needs across all parts of the day — in between meals, after school, even after dinner.”

Each bowl of cereal at Kellogg’s NYC will also come with a prize, like an Uber gift card, according to the Daily News.

Would you eat at an all-day cereal bar? Share your comments below or on our Facebook page.

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