Kelloggs Creates Engaging and Playful Morning Mealtimes

December 22, 2015

Kellogg’s recently collaborated with artist and designer Dominic Wilcox to solve the back to school issue of families skipping morning breakfast time due to the stresses of morning rituals. Wilcox came up with a series of inventions to make breakfast time more fun and enjoyable. The inventions were tested out at the Cereal Killer cafe in London on unsuspecting cafe goers. The results of the experiments show consumers engaging with the brand in a positive manner, with a series of projects that are both playful and shareable. A clever way for a traditional brand to continue to contribute to a saturated market.

Inventions include:


A device with an inbuilt timer with an alarm to go off just at the right level of sogginess. The level of soggy preference can be set from measurements of “not soggy” right up to “soggylicious”.

“Get Enough” Robot Spoon

This spoon gets more energy with each bite of cereal you take. The spoon is designed to be carried around with you all day, and lets you know when your energy levels have depreciated and its time to eat again.

Snap, Crackle and Pop Amplifier

Eat your cereal from this bowl and listen to the sounds of your Rice Krispies at maximum volume with the help of a microphone and volume control.

Tummy Rumbling Amplification Device

The latest in wearable technology - this device shouts to the world how hungry your stomach is.

Crane Head Cereal-Serving Device

Who wants to pour your milk and cereal from the box and bottle, when you can wear a crane on your head that does the same thing through pushing and pulling plungers to move the diggers arms!

Robowl: Flying Personal Assistant

This happy looking drone-like device delivers you whatever you need to the breakfast table, such as umbrellas, hair dryers or your cereal.

“Breakfast is Served” Pillow

Press the button from the kitchen for the pillow alarm to be sounded from an inbuilt speaker. The “Wakey Wakey, breakfast is ready” gets louder if no response is made.

See more on Dominic Wilcox's website.