>>What's new overseas?
Kellogg aims to tap into the trend of eating on-the-go with the launch of Drink ‘n Crunch in the US - a new convenient solution designed for ‘deskfast’.
The newcomer is a portable breakfast cereal in a cup flashed ‘just add milk’ which has been packaged like the plastic packs that are commonly used in the US for snacks, designed to fit car cup-holders.
The product is described as a cup-within-a-cup, containing 36g of Kellogg’s cereal. Varieties available include Crunchy Blends Low Fat Granola, Fruit Loops, and Tony’s Frosted Crunch sweetened corn cereal.
The package includes an inner plastic cup containing the cereal, while milk can be added up to a fill line in the outer plastic cup. After adding the milk, the inner cup can be fitted back inside.
The cereal and milk are consumed straight from the cup, through an aperture in the lid, with no need for spoons or bowls, and no mess.
The milk flows from the cup into the mouth through the aperture, while the cereal pours from the inner cup into the mouth at the same time, so that the two are mixed in the consumer’s mouth.
Kellogg launched To Go Twinpots - a portion of cereal, a serving of milk and a sachet of sugar, all presented in a plastic pot with a spoon - in the UK in 2001, but the product did not last.
This new approach appears to offer a simpler solution that is far more convenient.
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