Kellogg’s is launching a limited edition LGBT-themed cereal in celebration of Pride.
The company teamed up with GLAAD to create the special cereal, “Together with Pride”, which is made of rainbow heart-shaped pieces and 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 will all make an appearance 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 GLAAD. The two have a long-standing partnership after they created another Pride-themed breakfast, called “All Together Cereal,” in 2019.