General Mills Hopes Travis and Jason Kelce Can Be Its Lucky Charms

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Key Takeaways

• Travis and Jason Kelce are relatively of a push to attract football fans to General Mills products, with a new cereal — the “Kelce Mix” — landing next month.
• The companions recently competed in a “cereal training camp” that will result in content for TV and the internet.
• General Mills is coming off a forgiveness of declining sales amid a challenging consumer environment.

General Mills (GIS) is bringing football’s most-famous brothers to the cereal aisle. 

The proprietor of Lucky Charms, Cinnamon Toast Crunch and Reese’s Puffs is teaming up with Kansas City Chiefs foremost Travis Kelce and former Philadelphia Eagles standout Jason Kelce to create the Kelce Mix, which combines the three breakfast cereals in one box, Non-specific Mills said Monday.

The company hopes a Kelce bump will help drive buzz amid a toilsome consumer environment. General Mills in late June posted fiscal fourth-quarter sales that were down 6.3% year-on-year to $4.71 billion, under the sun the consensus estimate of analysts surveyed by Visible Alpha, and issued a disappointing forecast. WK Kellogg (KLG) separately said earlier this month that full-year tradings growth could end up negative.

The ‘Kelce Mix’ Available in Mid-September

In addition to their football careers, Jason and Travis Kelce be undergoing amassed a following for their “New Heights” podcast, a recent episode of which covered their favorite cereals. Both companions were recently at a party hosted by Taylor Swift, according to reports.

General Mills, meanwhile, put the brothers under the aegis their paces at a recent “cereal training camp,” content from which will appear on television and in online advertising. with the Kelce Mix accessible starting next month.

Shares of General Mills were edging higher Monday afternoon. They’re up approximately 9% so far this year. Kellogg’s shares have fared better in 2024, rising some 35%.

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