An Urban Idea
You can’t get more “street,” in street food, than combining a sneaker store with a cereal ice cream bar. That’s the brainchild of Ronnie Fieg, who started his sports apparel and sneaker store named KITH, and later added KITH Treats. KITH Treats creates unique ice cream, milkshakes and cereal kits using 24 different sugary grain types. Store locations include Manhattan, Brooklyn, Miami, and Tokyo, but plans are in the works for a Los Angeles store in the near future.
KITH stores have a sterile look but are still fun and engaging. At their Brooklyn location, the front of the store has the retail “cereal bar,” tucked in a small corner alcove. The white subway tile walls provide a clean urban backdrop, evoking a blank canvas ready for creation.
Mr. Fieg grew up in Queens, New York. He is a fashion and sneaker designer with a focus on creating unique products that generate buzz around his urban chic style. In addition to his passion for fashion, he always dreamed of creating a cereal bar. His urban roots are evident in the environments he creates, and there’s a personal story behind how he developed his menus. You can read more about why the owner has a soft spot for sugar-filled breakfast cereals in his interview with Vanity Fair magazine.
TAKEAWAY: In addition to the regular menu items, Mr. Fieg sometimes focuses on “limited edition” creations around events (big soccer matches, for example) or coupled with clothing product launches. His limited edition Cap’n Crunch collaboration sold out in a single day.
23 Cereals For 3 Menu Options
KITH Treats’ cereal bar includes 23 types of cereals among which you can find Frosted Flakes, Froot Loops, Cheerios, Corn Pops, Special K, Corn Flakes, Apple Jacks, Cap’n Crunch Berries or Rice Krispies. This broad variety of choices simply makes eating fun. It can provide recollections of cruising the cereal aisle with your Mom, but with no restrictions this time around.
The menu revolves around combining these sugary breakfast cereal brands in one of the following three options.
- Commuter bowls with mix and match cereal choices of 2 different types for $6’50.
- Ice Cream Swirl, blended with your choice of cereal and finished with different toppings for $7.
- Milkshakes, blended with your choice of cereal, topped with freshly made whipped cream, and sprinkled with cereal and other toppings for $8,50.
The cereal packages are created inside a cool sneaker box that contains a built-in bowl and your utensils. You just need to choose 2 different cereals ($0’75 for additional cereals) and some milk among the 4 different types available: whole, skim, almond and chocolate. The cereals come in small plastic containers, with a glass bottle of milk.
Ice Cream Swirl
The soft serve ice cream is created by blending a vanilla base cream with your choice of cereal. Many people say they are surprised by the flavor combinations. Some might not seem appealing at first, but somehow work well together. Then top your ice cream off with some of the 21 specially selected mix-ins. You can find cookie dough, granola, crushed Oreos, honey, Kit Kat, mini marshmallows or white chocolate chips, for example.
The final option is a milkshake composed by 1 cereal, 1 mix-in, milk, vanilla ice cream and whipped cream. My personal choice was the Fiegster, a house special made of Frosted Flakes, Cocoa puffs, mini-marshmallows and crushed Oreos. All of this was topped with a generous portion of whipped cream. It all came together to knock my socks off with deliciousness. And I was, frankly, a little surprised that it didn’t taste overly sweet.
Don’t Freeze Up
If you happen to get paralyzed by all the possible combinations, they do have a short menu of pre-selected mixtures that are spot on. It takes some of the guesswork out of figuring out what works and the recipes are each individually developed and tested.
After you have finished your treat, browsing the store is fun. It includes museum quality sneaker and clothing displays along with a diverse array of books and other small goods. However, the cereal selection and ice cream are the real reasons to visit this unique venue. The combinations are nearly endless. If you’d like to visit KITH Treats, get here early or call to confirm the hours, especially if you are making a special trip. It’ll be a trip that you won’t soon forget.