The Big Fruit Loop is just as the name implies: a single massive loop. It’s also a very much unauthorized version of the longtime breakfast cereal, and it’s the latest drop from Brooklyn-based art collective MSCHF.
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. There’s absolutely no reason for it to exist, which seems to be exactly why MSCHF decided to create it.
“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.”
Greenberg declined to explain what the production process for the Big Fruit Loop was like, other than to admit that “it was not easy.” He also said that the company had to reverse-engineer its loop to match the flavor of the Kellogg’s originals. To Greenberg, the two kinds of cereal taste “almost identical.” You know, minus one being gigantic and all.
“you may not know this but it’s impossible to open a box of ‘fruit loops’ and just eat the fruit,
let someone else have the loops”
credits: food and wine magazine, stacey leasca, photo credit: MSCHF