Armand Jackson

New Hampshirites probably never imagined that they would be asking themselves whether or not they should put water in their cereal, but according to Kelloggs, the answer is yes. The company introduced in a press release what they consider a revolutionary innovation in cereal: insta-bowls: portable, ready to go cereal bowls. These have been around for a long time but until now, one would still need to have a carton of milk in order to enjoy it. However, these new insta-bowls contain a milk powder that rehydrates once cold water has been poured into the bowl and stirred, making milk and cereal in an instant.

Chris Stolsky, Marketing Director at Kellogg Company, stated: “In recent years, there has been a huge trend toward portability for food, especially as busy schedules and life’s everyday curve balls prevent traditional sit-down meals.” He explains that the instabowls are a solution for those who wish to enjoy cereal anywhere and anytime of the day without the hassle of getting milk, a bowl, or cleaning up. These bowls showcase a shift in consumer eating habits, in which many people have noted preferring snacks and mobile eating to sit down meals during the COVD-19 pandemic.  

As of right now, these new insta-bowls come in four cereal varieties: Kellogg’s Frosted Flakes, Froot Loops, Apple Jacks and Raisin Bran Crunch. Stolsky has mentioned that Kelloggs does intend to explore non-dairy options for the powder in these bowls. They are available only at Walmarts as a test market, so that the company can research how to introduce these new products to more consumers, and introduce them to additional retailers nationwide in the future. According to Kelloggs, the retail price of each bowl will be $1.98. 

Whether one is in support of this new take on cereal or views it as unnecessary, it will be interesting to see how consumers feel about these bowls if they decide to buy them at their local Walmart.