• by Steve Ellwanger , September 12, 2022

Got water?

That plus a spoon activates on-the-go Insta-Bowls containing “instantized milk” and one of four iconic cereal brands from The Kellogg Co.

Frosted Flakes, Froot Loops, Apple Jacks and Raisin Bran Crunch are packaged in Insta-Bowls along with powdered milk that turns into real milk with the addition of cold water.

InstaBowls contain a specially developed formula of animal-based cow’s milk that differs from traditional powdered milk, according to a Kellogg’s rep.

“The milk used in Kellogg’s Insta-Bowls contains all the same nutrients as the milk from your fridge like vitamin A, vitamin D, protein and calcium. We started with real milk and took the water out,” the rep tells Marketing Daily.

“All you need to do is add cold water and stir, and you can enjoy your cereal with real milk.”

Kellogg’s cites a proprietary study conducted in February of 2020 showing that 68% of adults “enjoy cereal and prefer breakfast cereals that are easy to eat on the go.”

Insta-Bowls also sync with the company’s efforts to encourage cereal consumption at eating occasions other than breakfast.

Through Sept. 26, people who share a photo on Instagram showing their family eating a Kellogg’s cereal for dinner have the chance to win $5,000 and a year’s supply of cereal.

Debuting in Walmart stores at a suggested price of $1.98, Insta-Bowls are the first major cereal innovation from Kellogg’s since the company announced in June that it will split into three independent companies.

The split is meant to create entities that can be “stronger as separate companies—able to focus on their specific strategies, priorities and resource needs,” Kellogg’s chairman and CEO Steve Cahillane said last month.

InstaBowls will fall within the North America Cereal Co. when the restructuring occurs by the end of 2023.

The other two new companies are Global Snacking Co. and Plant Co.

According to data from the Ibotta rewards platform gleaned from 30.1 million shopping trips in August, General Mills’ Cheerios was the most-purchased cereal brand, followed by Post Holdings’ Malt-O-Meal and private label brands.