RETAIL NEWS

Hy-Vee partnership produces exclusive cereal to benefit underserved children

BY Sandra Levy

Hy-Vee is kicking off its exclusive new cereal created in partnership with Kansas City Chiefs quarterback and 2018 NFL MVP, Patrick Mahomes II, and his charity the Mahomes Foundation. The cereal, Mahomes Magic Crunch, has begun appearing on shelves in Hy-Vee locations in southern Iowa, Kansas, Missouri and Nebraska for a limited time.

“Patrick Mahomes is a true MVP both on and off the field, and is a terrific role model for our customers and football fans alike,” said Donna Tweeten, Hy-Vee’s chief marketing officer and chief customer officer. “We’re excited to partner with his Foundation to launch this new cereal celebrating the very special ‘Mahomes magic’ that he’s brought to football fans across the country.”

This limited-edition collector’s product is expected to raise $25,000 for the 15 and the Mahomies Foundation. Those proceeds will be donated to help underserved children in the Kansas City and surrounding area.

In April 2019, Hy-Vee signed an exclusive, three-year agreement with the quarterback. Hy-Vee’s partnership with Mahomes will include television commercials, social media collaboration, appearances, apparel and exclusive product launches at Hy-Vee grocery stores throughout the Midwest.

Mahomes Magic Crunch cereal was developed in partnership with Hy-Vee by PLB Sports.

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