Kellogg is opening a new store in New York that it hopes will become a hangout spot for millennials willing to buy cereal by the bowl and then lounge on a bean bag chair.
Cereal sales have been soft, and Kellogg Co. has tried to reach out to millennials before, such as pitching cereal as a late-night snack.
Cafe visitors pay up to $7.50 for a bowl of Froot Loops, Frosted Flakes or other cereal that can be topped with sea salt, candied cashews and about 30 other ingredients. The store also sells Pop-Tarts, coffee drinks and different flavors of milk.
The 5,000-square-foot store in Union Square opens Thursday. Kellogg's first store in New York closed this summer, a year after opening.