Kellogg’s to open upscale brick and mortar dive in NYC

Just in time for America’s birthday

In 1906, W.K. Kellogg introduced Kellogg’s® Corn Flakes® to the United States. Today Kellogg’s products are available in over 180 countries, and the company continues to update how America looks at cereal and breakfast. On July 4^th, a new cereal bar is opening in New York City. It’s called Kellogg NYC, and it is Kellogg’s first permanent brick-and-mortar store, but hopefully not its last.

A cereal restaurant?

Kellogg NYC comes to life thanks to chef and television personality Christina Tosi, entrepreneur and chef Anthony Rudolf, and The Kellogg Company. Tosi provided some of the recipes for the menu, which includes items like:

• Berry Me in Green Tea (Rice Krispies, fresh strawberries, green tea powder and milk)
• The Chai Line (Crispix, fresh peaches, chai tea powder and milk)
• Peppermint Patty (Frosted Mini-Wheats, chocolate cocoa powder, fresh mint and vanilla ice cream)
• You’re Cracklin’ Me Up (Cracklin’ Oat Bran, dried cranberries, white chocolate, toasted coconut and vanilla ice cream)

For those who want, there’s even a make-your-own cereal bowl. Regular milk can be swapped out for soy milk or plain yogurt for an additional fee. Even if you can’t get to New York, the company hopes you’ll try some new combinations at home to revive your morning routine.

Innovation is the key

Kellogg, Tosi, and Rudolf are changing the way people look at cereal. This concept wouldn’t work via other media, which is why they’re opening the store. According to an article from “The New York Times” the popularity of cereal has been fading since the late 1990s.

For some reason, millennials have not embraced cold cereal as previous generations have.

Most cereal companies have been forced to innovate their cereal lines and find new avenues to reach more consumers. Some chefs have developed cocktails using Fruity Pebbles or Cinnamon Toast Crunch. Kellogg NYC is just one more way to branch out for more visibility in the market.

A staple growing up

Full disclosure: I grew up in Michigan, not far from Battle Creek, the home of Kellogg. One of my favorite childhood memories is touring the cereal plant and tasting the freshly roasted Corn Flakes as they rolled off the line. The hot flakes tasted and smelled like rich corn on the cob. I can still remember that aroma and flavor. I never open a box of Kellogg cereal without remembering the day I got to see how it was made. My family has worked at Kellogg. I’ve seen how much the company does for the community. Personally, I love Kellogg’s cereals. I’m fascinated with how they’re innovating the industry. I might be a little biased.

#KelloggsNYC