The artist collective MSCHF is releasing the ultimate breakfast treat just in time for the holidays – a giant, 930-calorie Fruit Loop.
For only $19.99, you can get your hands on a massive replica of the classic cereal that’s big enough to fill the whole box. The giant Fruit Loop was created through a process of reverse engineering and weighs approximately half a pound. Unfortunately, this cereal is so exclusive that only a limited number of boxes will be released today (December 19).
Daniel Greenberg, MSCHF’s co-founder, told CNN the project was a natural extension of “the group’s ethos.”
“We look at things in culture and figure out how to make a twist on it. Cereal was definitely, you know, one of these cultural readymades in our mind. You could go anywhere in the world and show it to someone and they would know what it is,” Greenberg explained.
But beyond that, there isn’t much of a deeper meaning. The intent, according to Greenberg, was, “Just like, ‘let’s make a big f—ing fruit loop’ and that was it.”
However, Kellogg’s isn‘t too happy about it. In an emailed statement, the cereal company said the “Big Fruit Loop” constituted copyright infringement, and they’ve reached out to the company seeking an amicable resolution.
That hasn’t stopped MSCHF. Greenberg told CNN the art collective would have more Alice-in-Wonderland-esque items in the near future. We’ll have to wait and see what rabbit hole they fall down next.
