A colorful Pride-themed cereal is set to hit shelves next month, and it comes fully equipped with edible glitter and heart shaped rainbow bits. (Milk not included.)
Kellogg’s is partnering with LGBTQ+ advocacy organization GLAAD to release the limited-edition cereal ahead of Pride month this June. “Together with Pride” is designed to commemorate Pride with a box that showcases Kellogg’s signature characters, like Frosted Flakes’ Tony the Tiger, Honey Smacks’ The Dig’em Frog, and Snap, Crackle, and Pop of Rice Krispies.
In an Instagram post, the company noted that for every box of Together with Pride sold, it will donate $3 of the $4 price to GLAAD to support the LGBTQ+ community. While Together With Pride isn’t the first Pride-themed item to hit shelves, its family appeal makes it unique, and it will likely spark conversations between parents and children around inclusion and representation.
The announcement comes amid an increasing yearly slate of corporate Pride collaborations and advertising campaigns, which has been hailed as a gift and a curse by advocates. While such efforts can amplify messages of acceptance and unity, when executed poorly, they can also be shallow and performative. Corporate Pride campaigns that don’t take necessary steps to give back to LGBTQ+ causes, whether monetarily or otherwise, have been lambasted by critics as pinkwashing, or an attempt to paint a brand as LGBTQ+-friendly in the public mind without taking concrete steps to aid the community.
The new cereal isn’t the first collaboration between Kellogg’s and GLAAD. The two companies previously teamed up for Spirit Day in 2018 for a Pride cereal titled All Together, but it was only available for one day at the Kellogg’s Cafe in New York City. In 2019, the company made a limited quantity available for online orders. All Together lived up to its name, offering a variety pack of Kellogg’s staples like Corn Flakes, Raisin Bran, and Frosted Mini-Wheats all in one package.
In order for GLAAD to receive the proceeds garnered from cereal purchases, customers must upload their receipts to Kellogg’s Family Rewards site within 30 days of purchase. Together With Pride is slated to hit select store shelves and retail sites in May.
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