For the first time in conjunction with Pride month, the limited edition cereal – which features berry-flavoured, rainbow hearts dusted with edible glitter – will be available at select retailers across the US. Previously it has only be available online.
As Kellogg grows its multiyear allyship with GLAAD, the breakfast cereal giant hopes to spread the word on this year’s theme – ‘Boxes are for cereal, not people’ – to show its support for the transgender and gender nonconforming communities.
Globally, Kellogg works to create a just world in support of equality for all its citizens through internal education and policies. The Battle Creek, Michigan-based company prides itself on the support and resources it gives to each of its employees to fulfil their potential, and continually pushes for tangible and visible commitment from its leadership, employees and partners.
Equity, diversity & inclusion
“Kellogg has a long-standing commitment to Equity, Diversity & Inclusion to our employees, our consumers and communities,” said Priscilla Koranteng, VP, Talent and Diversity, Kellogg Company.
“New Together With Pride cereal is our latest effort aligned with our purpose to create better days and a place at the table for everyone.”
Fans are encouraged to get involved by joining the #BoxesAreForCerealChallenge via TikTok. For every receipt uploaded of proof of purchase, Kellogg will donate $3 – with a minimum donation of $100,000 – to support GLAAD’s efforts in accelerating acceptance and advancing equality for the LGBTQ+ community.
Beyond the #Boxesareforcereal challenge, Kellogg has created Together With Pride animated stickers for fans to add a little ‘pride’ to their social posts.
“Kellogg’s new Together With Pride cereal will create opportunities for homes and families to have conversations about the importance of acceptance, compassion and understanding, especially when it comes to LGBTQ+ youth,” said GLAAD president & CEO Sarah Kate Ellis.
“Kellogg’s is not only building on an ongoing commitment to support the LGBTQ+ community, but initiatives that spotlight the importance of using correct pronouns to create safe and welcoming spaces for trans and nonbinary people.”