Jason Kelce Calls New Cereal Brand A ‘Full Circle’ Moment

Football’s favorite brothers, Travis Kelce and Jason Kelce, are stepping off the NFL field and into the breakfast aisle.

Last month, the Super Bowl champions announced they have teamed up with General Mills to create a new cereal: Kelce Mix.

Ahead of its release, retired NFL player Jason Kelce is promoting the new cereal, calling the opportunity a “full circle” moment.

Travis and Jason have created a cereal mash-up that combines not one, not two, but THREE childhood favorites — Cinnamon Toast Crunch, Lucky Charms, and Reese’s Puffs.

“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,” Travis said in a statement provided to The New York Post. “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.”

After announcing their new cereal brand, Jason shared how excited he is to launch the breakfast staple.

“7 months ago, we ranked our favorite cereals on our podcast. And now we’re mixing our top 3 together – The KELCE MIX!” Jason wrote in an Instagram post on Monday. “This is so full circle for us, growing up mixing cereal together at the breakfast table as kids! We can’t wait for you to clear the shelves late September!”

Fans immediately flooded the comments, expressing their excitement. “You two are masters of manifestation!” one user wrote as another commented, “I’m ready to clear the shelves.”

“Can’t wait, these were my top 3 growing up. Still eat all 3,” a third said. “Looking forward to trying them together.”

“I bet this is delicious,” a fourth commented.

Travis and Jason went to General Mills’ Cereal Training Camp, where they participated in a series of fun challenges, including the Cinnadust Sprayer and the Lucky Charms Marshmallow Mission to conjure up this special mix of cereals.

It wasn’t just about mixing cereals; it was about creating a breakfast experience that fans will love. “I take my cereal game seriously, and thank goodness, because Cereal Training Camp was no joke,” Jason told The Post. “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.

Brandon Tyrrell, Senior Manager of Brand Experience for Family Favorites cereals at General Mills expressed his excitement to work with Kelce brothers, saying, “Who are we to argue with two of the best from the league? After some fan speculation, we are so excited to confirm that you can now eat and train like the Kelce brothers by getting your hands on the legendary lineup of cereals and watching all the fun from our Cereal Training Camp videos this football season.”

“Our brands have always brought families together at the breakfast table,” he added. “So it’s been special to work with Jason and Travis who grew up eating our cereals themselves and could channel their inner child when competing. We hope this collab inspires our fans to think about their own all-time cereal creations while they enjoy more togetherness over a bowl of Kelce Mix.”

After Jason and Travis announced their cereal on the “TODAY” show, the clip was posted on X, the social media platform formerly known as Twitter. It didn’t take long for the internet to react.

User @calleymeans jumped in with a hot take, retweeting the video and stirring the pot. “Athletes should stop sponsoring food that destroys kids’ metabolic health,” the post read. “Some things are more important than money.” She tagged both Jason and Travis.

After seeing the post, the retired NFL player clapped back, replying, “I grew up on these products Calley, and I was a perfectly healthy fit child, because I enjoyed them in moderation and when on the go for quick meals when both my parents didn’t have time to cook.”

“I appreciate you spreading information on what is healthy for people and kids, and I take the obesity epidemic as a country and for kids seriously, but there is also room to eat cereal and ice cream and candy in the right quantities in conjunction with a healthy lifestyle,” he added.