Food (and drink): Don’t say cheerio to that leftover cereal milk...

 

Simon Usborne
Tuesday 16 April 2013 18:36
Comments

In further evidence of the udder madness sweeping a food industry obsessed with innovation, cereal milk is becoming a thing. That is cereal-flavoured milk for those without access to a spoon or teeth.

Cow Wow, based in Los Angeles, is now selling the stuff you tip down the sink across the US after convincing enough locals to buy its Fruity Trudy and Chocolate Chip Cathy cereal milks (Trudy and Cathy are cows, the marketing goes, who were fed cereal during a hay shortage. Wow, look what it’s done to the milk, the farmer said. In truth, of course, the flavouring is artificial).

Sure enough, cereal milk is already a hipster staple in New York. The Momofuku Milk Bar has even trademarked “cereal milk” and flogs bottles of the stuff for $5 (£3.30). And now London is playing catch-up. Yianni Papoutsis, the man behind the MEATLiquor restaurants, likes Frosties milk poured over Rice Krispies and William Leigh, co-owner of Wishbone Brixton, has trialled a British twist with biscuit milk poured over ice cream. Peyton and Byrne is adding cereal milk to its new breakfast menu at the National Dining Rooms, its joint at the National Gallery (alongside a manmosa cocktail of orange juice and beer. Really?).

Russell Norman, the owner of Polpo restaurants, has gone so far as to say cereal milk has been “bubbling away on the zeitgeist radar” for a few months now. So there you go. What’s next, jam-coated toast pieces? Hang on...

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Please enter a valid email
Please enter a valid email
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Please enter your first name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
Please enter your last name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
You must be over 18 years old to register
You must be over 18 years old to register
Opt-out-policy
You can opt-out at any time by signing in to your account to manage your preferences. Each email has a link to unsubscribe.

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Join our new commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged in