Reaching consumers who travel to work and school has always presented difficulties for cereal brands, given the difficulty that accessing milk presents, but Kellogg launches Instabowls to provide a solution. According to the cereal giant, 68% of consumers like cereal but prefer eating breakfast foods that are easy to consume on-the-go.
Hence Kellogg has launched Instabowls, pre-portioned cereal that allows the consumer to create “instantized milk” by adding cold water to the bowl and stirring.
At Walmart, Instabowls are available for Kellogg’s Frosted Flakes, Froot Loops, Apple Jacks, and Raisin Bran Crunch at a suggested retail price of $1.98. They will roll out at more retailers nationwide in the future, the company said.
With people returning to school and work, Kellogg is aiming to innovate around on-the-go consumption as it also prepares for the launch of its dedicated cereal business.
Kellogg’s has sold portable, single-serve bowls of its cereal products for a while, but this new product could make them even more convenient. Since bottled water is more commonly available than milk, the company is pitching Instabowls as an easier way to eat a bowl of cereal.
According to Kellogg’s, “instantized milk” was designed specifically for the Instabowls, the first time it has been used with its products. Kellogg said the technology behind the milk is “quite complicated” because it is made of real milk and contains the same amount of nutrients as the dairy beverage.