Kellogg is partnering with Food Network star Duff Goldman and OpenTable to launch a pop-up culinary residency at Kellog’s NYC Café this fall to benefit the nonprofit organization No Kid Hungry.
For two days in September, Goldman is taking over the café to add his culinary spin on various dishes featuring Kellogg’s cereal brands. The event will let attendees pay what they want, and all donations will go toward the charity to fund its mission to end child hunger in America. As an added bonus, attendees can purchase limited-edition cereal bowls designed by Goldman, and those proceeds will also go to charity.
“When it comes to creativity, the sky is the limit when exploring exciting, new ways to play with Kellogg’s cereal,” Goldman said in a statement. “It was so fun to get out of my comfort zone and discover the endless possibilities of cereal—hopefully my creations will inspire everyone to experiment in their own kitchens.”
The event is part of Kellogg’s “Breakfast for Better Days” initiative, which has the goal of making the lives of three billion people a little brighter by the end of 2025. The program, in addition to partnerships such as the one with United Way to combat bullying, reinforces Kellogg’s motto of being “a company with Heart & Soul.”
Kellogg’s NYC Café guests can not only look forward to feeling good by donating to charity, but they can look good too. In a separate announcement, the company debuted its Froot Loops-themed fashion collection developed in partnership with AWAYTOMARS. The clothes featuring colored circles and the character Toucan Sam are available at Kellogg’s NYC while supplies as well as online. These outfits are part of AWAYTOMARS’ Spring/Summer 19 collection, which makes its Paris debut in September.