"That led to a book deal with Phaidon, where I researched, wrote and developed traditional breakfast recipes from around the world. "I started hosting this series called BreakfastClub, where I would work with Michelin-star and tasting-menu chefs to open their doors in the morning and prepare a family-style meal for artists and creative people in cities around the world to talk about their ideas, brainstorm and connect," says Miller. Sugary cereals that came with toys and a colorful mascot were indeed off limits at home, but not at Grandma's house, where Miller was allowed a bowl every now and then. Miller's career has been steeped in the breakfast space, yet creating OffLimits cereal solved a problem she had as a child. Unlike mini cereal boxes of the past, OffLimits designed theirs so people can eat directly from the box, milk and all.įor our On Brand series, we spoke with Emily Elyse Miller, founder and CEO of OffLimits, about reevaluating cereal as more of a snack food than a breakfast and reclaiming cereal culture. A variety pack of four mini boxes is $20. OffLimits also sells healthy glitter to add on cereal, mascot toys and tchotchkes.īoxes are sold online for $8.50 each, or $31 for a variety pack of all four flavors. Consumers have four flavor options-coffee, cinnamon, strawberry and pandan-complete with mascots Dash, Flex, Spark and Zombie. The worlds of healthy cereals and mascots collided with the launch of OffLimits cereals in 2020. The days of mascots and toys in cereal boxes are long gone for adults. Next thing you know, you're eating healthy cereal and hoping to hit fiber intake goals. It had a policeman and a crook as mascots, tasted divine and no doubt was loaded with sugar and provided zero nutritional value. It was mini chocolate chip cookies in milk. Think back to your childhood and imagine your favorite cereal-the one you were scarcely allowed to have.
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