Bit On ‘New Heights’ Podcast Leads To Cereal Branding Deal For Kelce Brothers.

Travis and Jason Kelce revealed their top cereals last year on their hit podcast, New Heights. That caught the ear of General Mills, which has just announced a marketing alliance with the podcast brothers. The relationship also includes a new cereal. The Kelce mix combines their top three favorites – Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs cereal — in a single box, which features the brothers on packaging, giving their stamp of approval. 

“There’s something extra special about working with recruits like Travis and Jason Kelce, who have loved our brands since their childhood,” said Mindy Murray, brand experience director for General Mills’ Morning Foods. “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,” she said in a statement.

In advance of their new cereal mix hitting shelves in September, fans can tune in to see the brothers’ experience at Cereal Training Camp in a series of videos that showcase how the duo achieved cereal greatness and emerged victorious by proving their athleticism, ingenuity and undeniable good taste. The content will be featured in TV and online ads, with more extensive footage and behind-the-scenes content 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,” said Travis Kelce. “We’d go through two to three boxes of our favorite cereals a week when we were growing up, so being able to team up with General Mills now is a full circle moment for us.” 

Kelce Mix cereal and Kelces' Pick collectible boxes will be available at retailers nationwide for $5.69 beginning in mid-September and a limited-edition Walmart.com exclusive box will drop on Sept. 28. 

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