The new cereal cafe will open July 4 on Broadway, between 48th and 49th streets.
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It’s the main course at Kellogg’s NYC, a new all-day cereal bar and café that will serve up 10 different “gourmet” bowls starting at $6.50 for a small, $7.50 for a regular size. Also on the menu will be Rice Krispies with fresh strawberries and green tea powder, with an additional $2 fee for yogurt toppings. “Just because I can open a beer at home, doesn’t mean I’m not going to the pub”.
Ordering “Life in Color” will get you a bowl of Fruit Loops with lime zest, marshmallows and jam.
“We hope to elevate the experience from just cereal with milk”, Kellogg’s NYC partner, Anthony Rudolf, told the New York Daily News. While there’s no word on milk alternatives (which NY audiences may demand), customers can add yogurt or soft-serve ice cream for an extra $2.
Tosi had collaborated with Kellogg’s initially in 2014, when she created cereal recipes for a temporary pop-up shop in NYC.
Kellogg’s senior vice president of marketing and innovation, Noel Geoffrey, said the restaurant was likely to be popular with millennials. “We wanted to continue this partnership with her”.
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“One-third of cereal consumption happens outside of breakfast hours”, said Mr Geoffroy to CNN Money. “Cereals are meeting people’s meal needs across all parts of the day – in between meals, after school, even after dinner”. 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.
