Correction appended: June 29
You could look at this cynically and say the café is just a marketing scheme meant to help boost soggy cereal sales, but an all-day cereal café might just work. The café isn’t serving up standard bowls of Raisin Bran, Corn Flakes or Apple Jacks, though, and will go far beyond whatever kind of cereal-based creation the average college student whips up in the dining hall.
To bring its café to life, Kellogg’s teamed up with superstar pastry chef Christina Tosi, the chef and owner of the Milk Bar bakeries, to come up with ideas to spice up your Corn Pops. Think: Frosted Flakes with toasted pistachios, lemon zest and thyme; ice cream topped with Rice Krispies, strawberries and matcha powder; and customizable combinations like the Special K /Frosted Flakes mash-up that Kellogg’s should just sell already. (Really, it’s grrrrrreat.)
For around $7 a pop, each bowl of custom cereal comes with a 12-ounce container of milk. While there’s no word on milk alternatives (which New York audiences may demand), customers can add yogurt or soft-serve ice cream for an extra $2.
The café is expected to open on July 4 in Times Square.
Correction: The original version of this story misstated the number of cereal cafes Kellogg’s is opening. There will be one location, in New York City’s Times Square.
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