Powered milk already mixed with cereal. Add water and stir.
I’ve never liked powdered milk. I don’t think this boxed cereal will sell well.
Sounds … revolting. (and not in a good way)
I wouldn’t be surprised if it found a market, even though that market isn’t me. Cereal milk already gets a major taste change from the cereal itself, and this would work for people who really like to start the day with cereal but can’t do it before they leave home, for whatever reason, and can’t have milk sitting around at work.
They already had a combo box that included cereal, boxed milk and a spoon that did not require refrigeration. If the package with actual milk didn’t sell, why would they think the one with powdered milk will? I mean, neither one of them really adds convenience at home and if I was buying cereal cups to keep in my office or to take on camping trips, I’d just buy single serving containers of milk (either aseptic or regular depending on the situation) before I’d add water to cereal that already had powdered milk mixed in.
ETA I’m sure there will be some market - but if it’s only people like my mother (who buys cereal cups in cases of 96 to eat at home) it won’t be big enough.
I used to keep a box of powered milk for Snow days when the roads were bad.
It was ok for hot chocolate. Maybe a surgery cereal.
I eat shredded wheat, Grape Nuts, Corn Flakes they don’t hide the powered milk taste.
There are areas in cities without a big grocery. This type of cereal may sell at a convenience store. Long shelf life and convenient for the customers.
I feel like I read or heard something about how they tried this a long time ago with boxed cereal or Army rations or something like that, but it made the product too heavy for shipping. I have no cites.
Cholecystectomy Crisps?
sugary cereal 
Although surgery may be needed if you eat it every day
Powdered milk is likely a sub-optimal experience, compared to fresh milk, but it seems like they recognize that a lot of people may (a) not have milk in their house, at all, and/or (b) might eat cereal in locations where milk isn’t readily available.
I haven’t mixed a pitcher of powdered milk in many years.
I seem to remember it took a lot of stirring to remove the lumps.
Kellogg may have fixed that problem. Stirring cereal wouldn’t work well.
Having formerly worked at one of Kellogg’s market research vendors: I think it’s very safe to say that Kellogg’s has both done their R&D/product development homework, and done extensive consumer testing on this.
I’ll give it a try. Maybe take some cereal to deer camp. We keep bottled water there.
I make powdered milk from time to time. 99% of the time I make it for cereal and honestly it has no bearing on my ability to enjoy the cereal. I have drank it as a beverage a couple times and when it’s cold it’s fine. Not completely the same as milk but it’s not off-putting. To be fair, I regularly drink skim milk anyway.
Not sure how enjoyable this will be because I feel powdered milk is best tasting once it’s been mixed and chilled.
But I absolutely would eat this product if I didn’t have access to milk, and I probably would enjoy it. I love me some cereal but it’s near useless to me without milk. I’ve tried it with water and it just doesn’t get the job done.
This could be very useful for unhoused people, or seniors. Imagine how hard it is for a senior to have access to milk (as someone who lives alone, I can tell you it’s hard to keep milk un-expired in my house, hence my vast experience with powdered milk). If cereal came in small portions ready to eat if you add water, there’s a whole lot of people who could benefit from it.
Now, whether or not they would like it is another thing. But as a lifelong cereal eater, who probably will need this sort of thing in the future, I’m here for it.
How does it work with beer?
I’m willing to stipulate that the beer in question can be “mostly water” mass-produced US brew.
When I was a kid there was a short period of time when we couldn’t pay the power bill and all we had in the cupboards that didn’t need cooking was cereal. I had it with water. It wasn’t great.
I saw that article earlier and my first thought was that I’m a potential market for it, because I almost never have milk around. Cream, yes, mostly for coffee, sometimes for mashed potatoes, but rarely milk. Of course that’s also because I rarely have cereal, but it might be useful to have something like this with a long shelf life around for when the fancy strikes.
I immediately thought it was brilliant and I will buy it if it tastes okay. I grew up on powdered milk so it doesn’t bother me. I know it’s not quite the same as fresh cow’s milk but again it doesn’t bother me.
Why it excites me is pure laziness. I rent a room upstairs and if I want cereal with milk I have to walk down to the common area. This way I can just add sink water from the bathroom. Which may sound gross to some people but I live a very simple life and drink sink water from that bathroom all day long anyway.
If they have developed a powdered milk that dissolves that easily, they should market it.
Beer is acidic and will curdle regular milk. I don’t know what happens to the proteins in powdered milk, so feel free to experiment.
Curious how much mixing is involved, as some cereals can go soggy almost instantly. You’ve only got about 30 seconds or less of crunch with a bowl of Raisin Bran.