Cereal company Kellogg’s is planning to open a new cereal café in New York, US, next month.

To be located in NYC’s Union Square neighbourhood, the second iteration of the cereal café has been conceptualised by Anthony Rudolf and Sandra Di Capua of Co.create NYC.

The company has teamed up with America’s television personality, fashion designer, gourmet and author Lauren Conrad to create part of the menu at the café.

Conrad will work to help create a cereal-inspired menu, which will also include Kellogg’s choices from its existing Times Square location.

Kellogg’s marketing director Aleta Chase said: “In thinking through the evolution of our new menu and fully customisable experience, we were excited about Lauren’s fresh ideas and ways to inspire people with the endless possibilities cereal can bring.”

Conrad added: “I love spending time in the kitchen thinking of flavourful new ideas so people can enjoy food in new ways.

“Cereal is something we’ve all grown up with and still enjoy. It’s been exciting to explore the unexpected fun it brings to the table – or in this case, the bowl.”

The new outlet, which will be five times the size of its former location, is expected to create a destination for customers to chill out while exploring new cereal choices.

Kellogg’s is planning to offer exclusive preview opportunities to media prior to the official opening of the cereal café.