From today, London is getting a new cereal bar - but this is no Cereal Killer. This much more high-end approach is linking in with the launch of NYC's top fashion brand Kith, who have opened a store inside the Selfridges menswear department. And they've brought over the much-loved Kith Treats from New York too.
Kith Treats is all about cereal (the founder of Kith is a real cereal fan, apparently) and that's served up in cereal bowls (i.e. classic style), milkshakes or soft serve ice cream (which would be our personal first choice). For their creations, they'll be taking a wide range of cereal (a mix of UK favourites and US brands) as well as mixing in crushed Oreos, Nutella, Reece's Pieces and granola.
But that's not all - they're also going to create special mixes, where they team up with stars like A$AP Rocky (he's launching the "Frosted Flacko") and they'll also have Selfridges own concoction "The Yellow Drop" (after their signature colour).
So if you really fancy a cereal kick on Oxford Street, head up to Selfridges' first floor.
More about Kith Treats
Where is it? 1st floor, 400 Oxford St, Marylebone, London W1A 1AB
When does it open? Open now.
Find out more: Visit the Selfridges website or follow them on Instagram @theyellowdrop.
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