General Mills announced an exciting new collaboration with football stars Travis and Jason Kelce, marking their entry into the cereal world with the launch of the Kelce Mix. This innovative new cereal combines their top three favorites—Cinnamon Toast Crunch, Lucky Charms, and REESE’S PUFFS cereal—into one box.
“There’s something extra special about working with recruits like Travis and Jason Kelce, who have loved our brands since their childhood. It’s a dream partnership for both sides. In fact, creating everything from ads to the limited-edition product was inspired by Travis and Jason’s childhood memories with General Mills cereals. The Kelce Mix hits shelves in just a few weeks and we can’t wait for families across the nation to experience this legendary combination,” said Mindy Murray, Brand Experience Director.
To prepare for this launch, the Kelce brothers participated in Cereal Training Camp, a series of competitive challenges designed to test their cereal knowledge and creativity.
“The only thing Travis and I know more about than football is cereal—so we’re honored to take home the victory and consider ourselves officially inducted into cereal culture with Kelce Mix,” said Jason Kelce, Kelce Mix co-creator.
According to a press release, their efforts culminated in the creation of Kelce Mix and the special limited-edition Kelces’ Pick boxes featuring Honey Nut Cheerios, Cinnamon Toast Crunch, Lucky Charms, and REESE’S PUFFS cereal.
Unique content showcasing their journey will be featured in TV and online ads, with more behind-the-scenes footage available online.
“I’ve said that I’d eat a whole box of REESE’S PUFFS cereal in one sitting, and while I stand by that, our creation might just be the new MVP of the cereal aisle,” shared Travis Kelce, Kelce Mix co-creator.
The innovative Kelce Mix represents a fusion of nostalgia and creativity, blending childhood favorites into a unique new offering.
Kelce Mix cereal and the collectible Kelces' Pick boxes will be available nationwide starting mid-September, with a Walmart-exclusive box dropping on September 28 while supplies last.
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