Kellogg's cereal cafe snaps, crackles and pops into Times Square

Kellogg's opens a first-ever cereal cafe in New York City's Times Square, part of a push by Kellogg to reinvigorate US cereal sales.

NEW YORK (Reuters) - Kellogg is offering a grrrr-eat new spot for cereal-lovers, with the opening of its first cereal cafe in New York City's Times Square.

The cafe is part of a push by Kellogg to reinvigorate US cereal sales that have declined as consumers choose healthier foods over sugary and processed products.

Celebrity chef Christina Tosi, owner of Momofuku Milk Bar, helped to provide the Kellogg's cafe with new gourmet recipes in an effort to revive cereal's somewhat soggy status.

"It's not about creating this high end fancy environment here at Kellogg's NYC, it's about still creating and honing in on that warmth and nostalgia that you know and love from a bowl of cereal," said Tosi.

The maker of Frosted Flakes and Rice Krispies said a bowl of cereal at the cafe, which opens on Monday (July 4), will cost anywhere between USD$6.50 (S$8.80) and USD$7.50.