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

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

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

The company hopes a Kelce bump will help drive buzz amid a difficult consumer environment. General Mills in late June posted fiscal fourth-quarter sales that were down 6.3% year-on-year to $4.71 billion, below 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 sales growth could end up negative.

The ‘Kelce Mix’ Available in Mid-September

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

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

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