Breakfast isn’t just the most important meal of the day, it’s arguably the best. Making a strong case for that notion are the myriad shapes and colors of cereal lining supermarket aisles in a rainbow of sugar-filled boxes. I’d certainly count a family-sized box of Frosted Flakes among my vices, though my adult palate has moved a little further away from sweet stuff since I was a kid on Saturday mornings. Milk Bar’s Christina Tosi also shares an affinity for breakfast cereals, as evidenced by her now famous cereal milk and other goodies sprinkled with crunchy flakes and crispy puffs. Teaming up with Kellogg’s, Tosi has bridged the gap between those childhood cravings and grown-up tastes with the surprising menu at Times Square cereal bar Kellogg’s NYC.
Taking me on a personal tour of the new space near Broadway and 49th Street (which you can watch here), Tosi explained that the strange sounding combinations are plays on already existing pairings. For example, she uses lemon zest and thyme to roast a chicken, but those two complimentary flavors also work well when combined with Frosted Flakes, Special K and pistachios. Trust me, I tried it and it was incredible. The herbal notes really elevate the bowl to a level you’ve probably never thought of breakfast cereal achieving. There are 10 pre-fab concoctions on the menu, and all can be served with whole, skim and soy milks, or over yogurt and Blue Marble ice cream. Diners can also choose to toss out the menu and make their own creation from the dozens of available ingredients. Tosi also tell me that the menu will change seasonally, allowing for the flavors of the holidays and harvests to make an appearance in your bowl as well.
At around $6.50 for a small cereal and $8.50 for a sundae, the price may cause some to balk. But hey, you’re in Times Square. Rent ain’t cheap. Also the spot is a relatively peaceful respite in the hustle and bustle of tourist central which is worth a little something. Given the array of available options, including combos like Crispix with peaches and chai, and a Froot Loops, lime zest, marshmallow and passion fruit jam concoction fittingly called Life In Color, the menu is comprised of bowls you might never have thought of before, and isn’t sort of the whole point of dining out to begin with?