When you add cold water and stir, the milk rehydrates and voila: instant milk and cereal.
The company's new"instabowls" look like traditional single-serve bowls — little tubs of cereal, designed to be eaten dry or with milk. But the instabowls also contain milk powder.
And earlier this year, Kellogg announced that it was splitting into three separate businesses. The largest business includes Kellogg's snack brands, with North American cereal and plant-based foods spun off into two smaller, discrete companies. The separation will take effect by the end of next year.
But it took a while to figure out how to transform the milk powder into liquid quickly, a crucial innovation. I tried the Raisin Bran Crunch bowl, provided by Kellogg's. Peeling back the lid revealed the cereal, topped with the milk powder. I added water to the fill line and after some stirring, the powder turned into milk, as promised.
Eventually, the company plans to make the product available at more retailers. But it wants to make sure that people understand the concept first.
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