Kellogg’s Is Selling ‘Just Add Water’ Cereal with Powdered Milk

This news hit over the weekend, but it’s blowing up online, mostly because people think it sounds gross.  Kellogg’s unveiled new single-serve containers of cereal called “Insta-Bowls” that require you to JUST ADD WATER.

There’s powdered milk at the bottom.  So you fill each one halfway with cold water to make it liquidy.

They’re doing a test run at select Walmarts and plan to sell them nationwide through Walmart.com soon.

Each bowl costs $2, which is way more than a normal bowl at home costs.  So they think we’ll pay extra for the convenient on-the-go aspect.

Powdered milk has been around since the 1800s, so it’s not clear why they’ve been sitting on the idea for so long.  (Maybe because it seemed gross in the 19th century too.)

They’ve got four varieties to start:  Frosted Flakes, Froot Loops, Apple Jacks, and Raisin Bran Crunch.

(Here’s a photo and a video of a Walmart worker who actually LIKED them.)

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(Food & Wine / CNN)