Hoping to cash in on breakfast’s ubiquitous status – as explored in Nightlife Eats – multinational food manufacturer Kellogg’s has opened a bricks-and-mortar cereal bar called Kellogg’s NYC in New York’s Times Square.

The café’s cereal-based range includes Cereal Bowls such as The Circus (Raisin Bran, toasted peanuts, banana chips), The Corny Blues (Corn Pops, blueberry jam, lemon zest and a pinch of salt) and The Chai Line (Crispix, fresh peaches, chai tea powder) – all served with Five Acre Farms milk, soy milk or yoghurt.

For dessert-lovers, a selection of sundaes is on offer, including Honey Buzz (Honey Smacks, honey, toasted pecans and banana chips) and Life in Colour (Froot Loops, lime zest, marshmallows and passion fruit jam).

Meanwhile, a pick-and-mix option enables visitors to craft their own cereal combination from a range of Kellogg’s varieties, as well as fruit, nuts and seeds. ‘Boosts’ can also be added, such as green tea powder, coffee grinds and dark chocolate chips.

The initiative reflects widespread innovation across the breakfast category (see Breakfast Boom Update for more), as consumers look for healthier on-the-go options.

For more on the ways in which health and decadence are being fused together, see Healthy Indulgence and The Healthification of Fast Food, part of our New Food Frontiers Industry Trend. For further examples of brands extending beyond their established remit to capture broader consumer audiences – including products becoming experiential spaces – see Brand Stretch.