Kellogg's wants cereal to transcend your pantry. It's opening a restaurant in New York City's Times Square with the brand's cereal anchoring the menu.
"The really big goal is to look at cereal in a new way and to help others look at it in a new way," said Sandra Di Capua, Kellogg's New York City partner.
A bowl for one of the specialty creations will set you back $6.50 to $7.50, with combinations like Rice Krispies, fresh strawberries and green tea powder, or Raisin Bran, toasted peanuts and banana chips.
Those creations were crafted by Christina Tosi, who owns Momofuku Milk Bar — a chain of bakeries that sells several cereal creations, including cereal-flavored milk and soft serve.
Kellogg's new store may be another way for the company to woo millennials. One survey found 40 percent of the generation doesn't eat cereal.
And experience restaurants are becoming an increasingly more popular way for brands to reach out to consumers — like Chobani's yogurt bar.
This video includes clips from The Bindery, Kellogg's and CNN and images from Getty Images, brookemilne / CC BY 2.0, slgckgc / CC BY 2.0, Akuppa John Wigham / CC BY 2.0, Mike Mozart / CC BY 2.0, Daniella Segura / CC BY 2.0 and Khoule23. Music provided courtesy of APM Music.