Do you remember the “Satan Shoes” either “Ketchup or Makeup”? The same collective, MSCHF, launches a Giant Fruit Loop which, of course, has also generated something to talk about.
This Brooklyn, New York-based group of artists keep reinventing themselves, if we can say that at all. For the Christmas season they have already put their most playful work of art up for sale: a Giant Fruit Loop. It contains 930 calories, weighs half a pound or 227 grams, is priced at $19.99, almost 400 Mexican pesos, and will be on sale starting December 19.
The famous colorful “little donut” shape is now sold as a single one the size of the box itself. However, it is an unauthorized version of the iconic Kellogg’s cereal. Why was it created? There is no reason, but that seems to be exactly why MSCHF decided to do it.
“With MSCHF, we are always looking for ready-made cultural products that we can play with,” he said. Daniel Greenbergco-founder of MSCHF, to Food & Wine. “Cereal is, of course, one of those things. 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 admits that it was “not easy” to create the giant Fruit Loop. “We take everything we do extremely seriously,” Daniel explained. “The easy solution would have basically been to make a cake or donut.” But rather than simply making a donut or cake in the classic shape, MSCHF worked to replicate the exact texture and taste of real Kellogg’s cereal.
Other releases from the MSCHF collective
MSCHF loves to innovate and create controversy with its releases, whether it’s to expose consumer culture, make a fun product or simply move something in the audience. For example, they brought “illegal chips” to the market to highlight the artificial flavors that are (and are not) acceptable. Also, they sold sandwiches that tasted like horse meat.
Of course, he has collaborated with fenty beauty of Rihannain a line of individual lipstick packs containing a bright red shade of makeup or a simple bag of ketchup.
And of course, his most famous and confusing article: the Satan Shoes in collaboration with the singer lil nas xwhich contained a drop of blood on the sole, plus red dye, inspired by the silhouette of the Nike Air Max 97. These brought a lawsuit by Nike and the recall, but the 666 pairs had already sold out.
The giant Fruit Loop and what Kellogg’s says
Daniel also told CNN that this is an extremely limited edition, and he expects them to sell out quickly.
Greenberg emphasized that MSCHF is an art project that caters to collectors. Meaning, they’re not interested in competing with Kellogg’s, and while the product packaging shown on their page is clearly an imitation of an actual Fruit Loops box, it also includes the MSCHF logo. Furthermore, they explain that they are not affiliated with or endorsed by Kellogg’s.
What does Kellogg’s think of the giant Fruit Loop? The cereal company does not have the same vision as the collective. In a statement, Kellogg spokesman Kris Bahner told the same outlet that the “Big Fruit Loop” constitutes copyright infringement.
“Kellogg’s Company does not have a relationship with MSCHF and we did not participate in the creation of the Big Fruit Loop”Bahner commented. “Given Kellogg’s trademark infringement and unauthorized use, we have contacted the company seeking an amicable resolution.”
Editorial Team The editorial team of EMPRENDEDOR.com, which for more than 27 years has worked to promote entrepreneurship.