Kellogg’s is launching a limited edition LGBT-themed cereal in celebration of Pride, so you can start your day with the breakfast of champions: glitter.
The company teamed up with GLAAD to create the special cereal, “Together with Pride”, which is made of rainbow heart-shaped pieces and – yes – edible glitter.
The boxes will hit shelves this May, just in time for Pride month, and for each one sold Kellogg’s will donate three dollars to GLAAD to support their efforts to accelerate LGBT+ rights.
The 7.8-ounce boxes have a suggested retail price of around $4, and shoppers must upload a copy of their receipt to Kellogg’s Family Rewards to support the donation.
The box features a variety of familiar Kellogg’s characters – Tony the Tiger, Snap, Crackle and Pop, Toucan Sam and the frosted Mini Wheat – to “celebrate everyone having a seat at the breakfast table together,” Kellogg’s said.
It’s not the first time Kellogg’s has joined forces with the GLAAD. The two have a long-standing partnership after they created another Pride-themed breakfast, called “All Together Cereal,” in 2019.
Unlike their latest offering, the special edition boxes were only available online and retailed at a much pricier $19.99.
Each one contained six mini cereal boxes packaged inside one “to celebrate the belief that we all belong together”.
“The box brings together six of the famous Kellogg mascots and cereals inside the same carton as a symbol of acceptance no matter how you look, where you’re from or who you love,” the company said at the time.
Chief diversity officer Priscilla Koranteng added: “At Kellogg, we are firmly committed to equality and inclusion in the workplace, marketplace and in the communities where we work and live.
“We have long been allies and supporters of LGBTQ employees, their families and the community. For more than 100 years, Kellogg has nourished families so they can flourish and thrive, and the company continues to welcome everyone to the table.”