Kelloggs launches just-add-water Instabowls

Battle Creek, Mich. – Kellogg’s has come out with a line of cold cereals that require only water – not milk – to be added. Instabowls include Frosted Flakes, Froot Loops, Apple Jacks and Raisin Bran Crunch.

“We created Kellogg’s Instabowls as an easy solution for the ‘anytime cereal break’ so you can now bring your favourite Kellogg’s cereals with you wherever life takes you and not have to worry about milk, dishes, or clean-up,” said Chris Stolsky, marketing director at Kellogg Company.

The portable bowls are pre-portioned and single serve. When cold water is added to the fill line the instantized milk turns into real milk with a quick stir.

Kellogg’s Instabowls are available in the cereal aisle at Walmart for a suggested retail price of $1.98 per bowl and will eventually roll out at additional retailers in the United States.