Totes Amazeballs: Charlatans' Tim Burgess Makes Ridiculously Named Kellogg's Cereal

Posted on Feb 23rd 2012 11:30AM by Joshua Ostroff

Getty Images | Kelloggs

The music industry is not what it once was back in the early 1990s when the Charlatans were a household name on both sides of the pond, which is why so many artists branch out into fashion, perfumery and vitamin water. But Charlatan's singer Tim Burgess' new foray really takes the cake -- or rather, the cereal bowl.

After jokingly tweeting to Kellogg's that he'd invented a new breakfast cereal called 'Totes Amazeballs,' the cereal giant took him up on the offer and whipped him up a box.

Burgess told NME: "[Kellogg's] picked up what I'd said. It was just something that was funny and it just kept moving," adding he came up with the name Totes Amazeballs because "people have started to use that expression and it kind of gets up people's noses, but it sounded to me like something Willy Wonka would come up with."

The Rocky Road-inspired cereal is a mix of Coco Pops Rocks, marshmallows, shortbread pieces and raisins. Initially, Kellogg's made only a single box as a publicity stunt, but they've gotten more publicity than they expected and are reportedly considering releasing it for real. "We are now getting inundated with tweets from his fans saying they want it," said a Kellogg's spokesperson.

In the meantime, Burgess plans to serve it at his David Lynch-inspired 'Tim Peaks' cafe during the Kendal Calling indie music and art festival, which works well considering he told NME he designed it for just such an event. "We were thinking of something you'd eat at a festival that'd get you back on your feet. Something when you wake up a bit hungover will get you out of your tent -- it'd make sure you're raring to go! It's heavy duty and festival friendly. It's the Jazz Odyssey of breakfasts."

And hey, maybe one day it will reach North American shores, too. Except here, of course, they'll have to call it Totes Amazeballs UK.

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