To celebrate the Christmas season, Kellogg’s hosted its first-ever 'Holiday Baking Challenge' at the Kellogg’s Café in New York City. Hosted by 'Top Chef' host Padma Lakshmi, the competition put a festive twist on classic Kellogg’s cereals.
Kellogg’s Holiday Baking Challenge took place on December 13 and included bakers from across the country. Each baker was tasked with creating a seasonal tart using cereal as one of the key ingredients. The winning dish was a Pear Berry Tart made with Frosted Flakes, which included the cereal in the flour, crust, and mixed into the cheese-mascarpone center. The winning treat was developed by Sara Mellas from Oakland, California, who picked up a Tony the Tiger trophy and an exclusive dining experience. Her recipe will also be featured at Kellogg’s Café for a limited time.
Image Credit: <i> Kellogg’s.</i>
What's Driving This Trend
- Cereal-ingredient-usage
- Cereal brands are exploring new ways of using their products as ingredients in recipes to create seasonal desserts.
- Celebrity-sponsored-competitions
- Brands are enlisting celebrities to host competitions as a means of increasing customer engagement and generating buzz.
- Limited-time-promotions
- Brands are using winning recipes in time-limited promotions that drive foot-traffic and sales to their locations.
Who This Affects Most
- Food and Beverage
- The food and beverage industry can capitalize on using cereals as versatile ingredients and explore collaboration opportunities with cereal brands for mutually rewarding contests.
- Entertainment
- The entertainment industry can offer brands high-profile hosting opportunities with celebrity chefs and entertainment personalities for sponsored competitions.
- Retail
- The retail industry can explore time-limited promotions using winning recipes as a means of driving traffic and sales to their brick-and-mortar locations.
