Kelce brothers tackle cereal aisle with General Mills’ new “Kelce Mix”

General Mills has teamed up with football superstars Travis and Jason Kelce to create a brand new breakfast champion, the Kelce Mix, which is being promoted via a multi-part content series.

The Kelce Mix

General Mills took notice of the NFL brothers’ love for cereals when they revealed their top cereal brands last year on their popular podcast, “New Heights.” The Kelce Mix combines Travis and Jason’s favorite General Mills cereals, Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs, in one box. A limited-edition Kelces’ Pick collectible boxes will also be available, including Honey Nut Cheerios, Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs. The Kelce Mix and collectible boxes will be available at retailers nationwide beginning mid-September.

‘The new MVP of the cereal aisle’

As new recruits, the brothers had to attend a Cereal Training Camp where they participated in cereal-themed challenges. Fans can now witness the brothers’ epic challenges and journey to cereal greatness through a series of online and TV ads. More extensive footage and behind-the-scenes content is also available on www.cerealtrainingcamp.com.

“I take my cereal game seriously, and thank goodness, because Cereal Training Camp was no joke,” said Jason Kelce, Kelce Mix co-creator. “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.”

Travis Kelce echoed his brother’s sentiments, adding, “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.”

Reach a wider audience

“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 for General Mills’ Morning Foods.

General Mills’ partnership with the Kelce brothers is just the latest in a series of innovative marketing moves aimed at reaching a wider audience. Recent examples include Lucky Charms’ augmented reality game, ‘Journey to the Magic Gems,’ to celebrate the return of its limited-edition Magic Gems cereal and Reese’s Puffs’ foray into the metaverse and high-fashion collaborations