MSCHF’s whopping Big Fruit Loop cereal

Kellogg’s sure won’t be happy with MSCHF who decided to create one “fruit loop” cereal that fits a box. MSCHF (pronounced “mischief”) is an American art collective based in Brooklyn, New York. It’s like having a single serving of Kellogg’s Froot Loops.

That one big loop contains 930 calories and weighs around half a pound or the equivalent of about half a box of regular Froot Loops mashed into one bowl-filling monstrosity.

“With MSCHF, we are always looking at cultural readymades we can play with,” Daniel Greenberg, MSCHF’s co-founder, told Food & Wine via email. “Cereal is, of course, one of those things. When looking at the object and thinking about what we could do with it, enlarging it to fit the size of the box seemed too perfect to pass up.”