General Mills’ breakfast cereals dress up to ensure no kid goes hungry

By Gill Hyslop contact

- Last updated on GMT

The limited edition collection includes hoodies and T-shirts. Pic: Champion
The limited edition collection includes hoodies and T-shirts. Pic: Champion

Related tags: General mills, No Kid Hungry, Champion

The Cheerios and Lucky Charms maker has partnered with Champion Athleticwear to launch a limited edition collection featuring popular cereals and to provide thousands of meals to kids in need across America.

Hundreds of thousands of American kids face hunger each year, but – thanks to the coronavirus pandemic – this number has significantly increased to one in four kids and teens.

No Kid Hungry is a campaign by NGO Share Our Strength, aimed to fight childhood hunger by launching programmes to ensure all kids get the healthy food they need to thrive.

To coincide with the launch of the new cereal-inspired apparel, General Mills – a long-time supporter of No Kid Hungry – and Champion have pledged to provide 300,000 meals to families and communities in need.

“As a supporter of No Kid Hungry, we thank Champion for helping No Kid Hungry provide up to 300,000 meals to the increasing number of children in need,” ​said Susan Pitt, director of brand experience for General Mills cereal.

Apparel for cereal fans

“Our cereals are beloved by people of all ages and Champion is the perfect brand to team up with for this limited edition collection.”

The Champion x General Mills collection includes a Reverse Weave pullover hoodie, a Heritage Tee, a kid fleece pullover hoodie and jersey tee featuring screen-printed graphics mirroring designs, characters and logos from Lucky Charms, Wheaties, Cinnamon Toast Crunch and Honey Nut Cheerios.

 “This pairing of our two brands brings playful characters to life on the canvas of classic Reverse Weave hoodies and t-shirts,” said David Robertson, director of Champion Global Brand Marketing.

“From Wheaties’ empowering athletic message to Honey Nut Cheerios’ support for heart health, we were able to create a collection that merges both brands together in a genuine and fun way. We’re also proud to engage No Kid Hungry through this partnership to help provide meals for kids during this unique back to school period and beyond.”

The adult hoodie retails for $75, the adult t-shirt for $35, the kid hoodie for $55 and the kid t-shirt for $30, available online from Champion, in select Champion retail stores and in Zumiez.

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