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Kellogg Creates Experience With Bigger, Better NYC Cereal Café

Posted On: 12/19/2017

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NEW YORK CITY -- Kellogg Co. is opening a new cereal cafe in Manhattan's Union Square to replace the Times Square store that it opened last year.

The 5,000-sq.ft. cafe, located at 31 E. 17 St,. will be about five times larger than the original location. It reinforces Kellogg's brands with shoppers and drives away-from-home consumption.

A do-it-yourself cereal bar will have more than 30 different mix-ins, including nuts, jams, seasonal fruits and more. Customers will be able to cook their own Eggo waffles, fresh off the griddle -- a first in the waffle's nearly 64-year history. There will also be a station to heat up Pop-Tarts, and Pop Tarts ice cream sandwiches will also be on the menu. Giant murals of Kellogg characters including Tony the Tiger adorn the walls. An Instagram-friendly nook features lighting, props and angles for social-savvy cereal lovers to snap their picture-perfect bowl of cereal.

The cereal category at retail has been in decline as today's on-the-go consumers increasingly forgo the morning bowl of cereal for food they purchase on the go. Industry observers also say cereal has lost its "cool" factor among many millennials. As the world's biggest cereal maker, Kellogg has borne the brunt of the downturn. But the food giant has said the declines are slowing as younger consumers embrace it as an all-hours snack.