Chefs are using breakfast cereal in both sweet and savory dishes, and cereal flavors are appearing in vodka, lip balm and Betty Crocker muffin mixes. "Making a connection with something you eat is what we believe really strikes a chord, sparks a memory and keeps you obsessed," said Christina Tosi, who creates desserts including ice cream made with cereal milk for Momofuku Milk Bar in New York City.