The must-have new Christmas gift is a giant fruit loop

Go along the nose, be sure to bring enough milk.

Just hit the Big Fruit Loop, a giant 930-calorie single fruit loop for $19.99.

Cereal Killer is the latest creation of Brooklyn-based art collective MSCHF, which specializes in limited-edition ‘drops’ that come out every two weeks. The company once sold the Lil Nas X “Satan Shoes” — Nike Air Max 97s with bronze stars, an inverted cross and a drop of real blood — for $1,018.

The shoes sold out within minutes.

The Big Fruit Loop is less controversial, though Kellogg’s isn’t too happy about it. Company spokesperson Kris Bahner told CNN that “Big Fruit Loop” constituted “trademark infringement and unauthorized use of our brand,” adding, “We have reached out to the company to seek an amicable resolution.”

Packaged in a colorful box with an image of Sam the Toucan choking, the Big Fruit Loop promises to be “part of an unbalanced breakfast”. A single blueberry ring tastes like a fruit ring, but it contains 870 grams of sodium and 75 grams of sugar.

“With MSCHF, we’re always looking for cultural readymades that we can play with,” Daniel Greenberg, co-founder of MSCHF, told Food & Wine. “Of course, grain is one of them. When looking at this object and thinking what we can do with it When, scaling it up to fit the box seemed too perfect to miss.”

Is this some kind of commentary on excessive consumerism?

Greenberg wouldn’t say. “As with any MSCHF release, it’s up to you,”

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A successful business model?

MSCHF’s hilarious stunt art keeps them laughing till the bank. In addition to Satan Shoes, “Jesus Shoes” and Air Max 97s with soles containing holy water from the Jordan River also sold out at a unit price of $1,425.

Last year, Business Insider reported that MSCHF, founded by former BuzzFeed employees, raised two rounds of funding totaling $11.5 million.

Recently, investor Sahil Bloom posted a Twitter thread analyzing MSCHF, which he said was “creative and profitable.”

Bloom tracked sales of their Cease & Desist Grand Prix shirts, which feature the logos of Disney, Microsoft, Tesla, Walmart, Subway, Starbucks, Coca-Cola and Amazon. Bloom estimates that just 8 shirts sold generated: “$120K in revenue; $75K in profit, millions in media dollars, and thumb nose @big corps.”

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