U.S. cereal brand Cinnamon Toast Crunch has introduced a “selfie spoon,” a selfie stick with a spoon at one end and an affixment to the gadget at the other, Lenta reports, citing Time.  

The creators insist that the device is necessary to solve the problem of choosing between eating and taking a selfie. “Gone are the days of eating a delicious breakfast and all your friends not knowing about it,” the selfie spoon’s ad says.

The length of the selfie spoon is 76 cm and it allows the owner eat and take selfies simultaneously. The device comes with a remote control, which makes it possible to order the smartphone on the other end of the stick to take photo of the owner. The remote works with Android и iOS devices.