January 26, 2023

Follow your nose and make sure you bring enough milk.

The Big Fruit Loop has just hit the market, a giant single fruit loop with 930 calories that costs $19.99.

The Cornflakes Killer is the latest creation from Brooklyn-based art collective MSCHF, which specializes in limited edition “drops” that appear every two weeks. This is the same company that sold Lil Nas X “Satan Shoes” – Nike Air Max 97s with a bronze pentagram, inverted cross and a drop of real human blood – for $1018.

The shoes sold out in minutes.

Big Fruit Loop is less controversial, although Kellogg’s isn’t too happy about it. Company spokesperson Kris Bahner told CNN that the “Big Fruit Loop” amounts to “trademark infringement and unauthorized use of our brand,” adding, “we have contacted the company to seek an out-of-court settlement.”

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

“With MSCHF, we’re always looking at cultural readymades that we can play with,” MSCHF co-founder Daniel Greenberg told Food & Wine. “Grain, of course, is one of those things. When we looked at the object and thought about what we could do with it, it seemed too perfect to pass up and enlarge it to fit in the box.”

Is this some kind of commentary on excessive consumerism?

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

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A successful business model?

MSCHF’s funny stunt art will keep them laughing all the way to the bank. In addition to Satan Shoes, products like “Jesus Shoes,” Air Max 97s with soles infused with holy water from the Jordan River, also sold out for $1,425 each.

Last year, Business Insider reported that MSCHF, founded by a former BuzzFeed employee, has completed two rounds of funding totaling $11.5 million.

More recently, investor Sahil Bloom did a Twitter thread analyzing MSCHF, which he says is “as creative as it is profitable.”

Bloom tracked sales of their Cease & Desist Grand Prix shirt, featuring Disney, Microsoft, Tesla, Walmart, Subway, Starbucks, Coke and Amazon logos. Bloom estimates that sales of just eight shirts generated: “$120,000 in revenue; $75,000 in profit, millions in media and thumb nose @ big corps.”

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