Kellogg's to open new cereal cafe in Times Square
Kellogg's is entering into restaurant business with the opening of a new cafe in New York City, exclusively for cereals that may cost around $8 per bowl, reports said.
In the new venture, Kellogg's follows fast food chains like McDonald's (MCD), who had rolled out its all-day breakfast menu last fall.
The cafe, to be known as Kellogg's NYC, will be launched officially on July 4 in the heart of Times Square. The menu reportedly features around 10 items, priced between $6 and $8, made from cereals like Raisin Bran, Special K and Froot Loops.
The person behind the variety menu ideas is Chef Christina Tosi, founder and owner of Momofuku Milk Bar in NYC.
The unexpected items in the cereal menu include Rice Krispies with green tea powder and ice cream topped with Cracklin' Oat Bran, dried cranberries, white chocolate, and toasted coconut.
Life in Color includes a bowl of Froot Loops with lime zest, marshmallows and passion fruit jam, while Honey Buzz is Honey Smacks with honey, toasted pecans and banana chips.
Tosi had collaborated with Kellogg's initially in 2014, when she created cereal recipes for a temporary pop-up shop in NYC.
Kellogg is funding the venture, while Journee, a community for restaurant professionals, is responsible for its operations and creative direction. (dpa)
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