Kellogg's introduces 'just add water' portable cereal bowls containing instant milk powder for breakfast on-the-go

• Kellogg's said the product was inspired by demand for more portable options.
• Instabowls come in four varieties: Frosted Flakes, Froot Loops, Apple Jacks, and Raisin Bran Crunch.

Craving a bowl of Frosted Flakes but out of milk? Kellogg's is here to help.

The food manufacturing giant announced the debut of Instabowls, portable containers of its most popular cereal brands that include "instantized milk" powder that "turns into real milk with a quick stir" upon adding water.

Instabowls will retail for $1.98 a bowl and are available at select Walmart locations around the US, according to a press release on Thursday. The bowls come in four varieties, including Frosted Flakes, Froot Loops, Apple Jacks, and Raisin Bran Crunch, according to the company.

Chris Stolsky, marketing director at Kellogg, said the product was inspired by demand for more portable options that allow consumers to "not have to worry about milk, dishes, or clean-up."

"In recent years, there has been a huge trend toward portability for food, especially as busy schedules and life's everyday curve balls prevent traditional sit-down meals," Stolsky said in a statement.

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Kellogg beat Wall Street estimates in its most recent quarter, reporting total revenue of $3.86 billion despite inflationary price hikes on select products. CEO Steven Cahillane attributed the strong quarter in part to the quick recovery of the cereal category following pandemic supply chain challenges.

"We also had an exceptional quarter for North America. This was driven not only by snacks but also by cereal," Cahillane told investors in August. "Our North America Cereal business continues to replenish inventory, both ours and the net of our customers, leading to gradual resumption of commercial activity and recovery of share."

He continued: "The category is quite healthy. It's versatile. It's showing, especially in challenging times, that it is a very affordable meal for people. A bowl of cereal with a glass of milk is $1, and that's really helping the category."

In June, Kellogg's announced it would split into three separate companies, including one focused exclusively on cereal in North America. Cahillane said at the time it would allow each to focus on their "significant standalone potential."