Have you ever held a Froot Loop in your hand and thought “What is this? A cereal for ants?! It needs to be at least… three times bigger than this!” If so, Brooklyn-based art collective MSCHF has you coved with their (un)necessarily large Froot Loop.
To give a rough idea of how big this thing is let’s compare it to a normal bowl of the cereal. According to the nutrition information, a single serving of Kellogg’s Froot Loops is 1 3/4 cups (39 grams) and 150 calories. Whereas MSCHF’s The Big Fruit Loop Weighs a half pound (226.796 grams) and contains 930 calories. While many candy manufacturers are starting to offer .5 to 1-pound versions of their products. This trend hasn’t hit the cereal industry and this is totally unauthorized. MSCHF had to reverse engineer what the classic Froot Loop tasted like, but claim it is almost identical.
So why does it exist you may ask? Because it can. “I don’t think there is a major takeaway [from this drop],” Daniel Greenberg, MSCHF’s co-founder said. “But as always with any MSCHF release, it is up to you to decide. With MSCHF, we are always looking at cultural readymades we can play with, 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.” And playing with the way people view everyday objects is what it’s all about for many creators.
MSCHF does 2 limited-edition art drops each month and this isn’t their first foray into food. In the past, they created “Illegal Chips” as a comment on the boundaries and restrictions we put on food. The chips were flavored to taste like several foods that are illegal to buy in the USA. Flavors included horse meat and Sicily’s Casu Marzu aka “maggot cheese.” Also fugu which is made from blowfish which has poisonous parts to it and if improperly prepared can kill you.
They also have a more collaborative “Stolen Stories,” where they take imagines of fancy food off of rich peoples’ Instagrams. With the goal of your typical Instagrammer reposting it to give their followers the impression they are the ones eating at exclusive restaurants. “It’s obviously really enjoyable to pull one over on your friends, but there’s also this subversive aspect [to it], ” Greenberg said. “You might as well just use our assets and go get yourself a burger.”
If you’d like to get your hands on MSCHF’s Big Fruit Loop it will be available starting December 19th via their website. Each box will cost you $19.99, and the team says they will choose the color of orders at random.