Kellogg and General Mills are paying chefs to make gourmet food out of cereal
Christina Tosi helped kick off the trend, hosting a New York City cereal pop up in June 2014 and leading Kellogg's Stir Up Breakfast campaign the next year.
Danny Bowien debuted breakfast at Mission Chinese Food in New York City in December, with options like Green Tea Noodles with Frosted Flakes.
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The partnership was the first time that Mission Chinese Food served breakfast.
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The menu items all contained Kellogg's cereal, but were classic Mission Chinese style. This is what Corn Pops look like when served with a fried egg, bacon-infused milk, and a side of bacon.
A wide array of Kellogg's brands were featured on the menu.
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Here's Corn Flakes, with sweet and salty corn powder, yogurt, and berries.
While Mission Chinese Food only served its Kellogg's breakfast menu for one weekend, some Kellogg's treats have stuck around on the menu.
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These Froot Loops aren't for kids. This "brunch shot" also contains gin, ginger, kaffir lime leaf, coconut, and dehydrated raspberry.
Smoked eel with Corn Flakes has also become a brunch staple at the restaurant.
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Justin Warner's partnership with General Mills is less breakfast-focused.
About 30% of cereal is consumed outside of breakfast hours in the US, according to Kellogg CEO John Bryant. Several years ago, it was just 20%.
It would take a daring chef to attempt to prepare Warner's Cocoa Puff Beef Nuggets.
"When I want to experiment with a new recipe, I look at everything in my kitchen – not just what’s in this shelf or that shelf. That’s one thing people can do to get in the mindset of incorporating cereal," Warner said to General Mills.
More accessible is the Fruity Cheerio Colada, which can be made with rum or coconut water.
All of Warner's recipes can be found on General Mills' website.
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