This was some next-level thinking from Nestle. They already knew they had kids hooked on sugary cereals, but they wanted those same kids to be able to eat those cereals on the move, and therefore buy more. There was only one way to achieve it.
Nesquik Push Ups did away with the bowl and the milk, and more or less put a blended version of the cereal into a tube. One brief stay in a freezer later, and you had ice cream. The sugar content was off the charts.