Kellogg’s partners on Minecraft-themed cereal

Courtesy Kellogg Company

Kellogg’s and Minecraft are tapping into gamers’ love of building, mining and exploring with a new Minecraft-themed cereal.

Kellogg’s, a breakfast foods brand of Battle Creek-based Kellogg Company, said it is bringing the “wildly popular” Minecraft game to the medium of cereal with the new Minecraft Creeper Crunch Cereal in partnership with the game’s creator, Mojang Studios.

The new, limited-edition cereal features cinnamon-flavored bites and green squares of “Creeper Bit” marshmallows that evoke Minecraft’s signature pixelated block look.

Every box of Kellogg’s Minecraft Creeper Crunch Cereal includes a code that unlocks one of 10 unique in-game clothing items, typically only available by purchase, allowing the Minecraft community to customize its characters with capes, jackets and more.

“As a popular video game, Minecraft has inspired exploration and creativity for millions of players worldwide,” said Erin Storm, marketing director of Kellogg All Family Cereal. “With Kellogg’s Minecraft Creeper Crunch Cereal, game fanatics and families alike can build their own delicious breakfast and gaming adventure.”

Added Kayleen Walters, general manager of licensing and partnerships at Mojang Studios: “Minecraft players seek to experience the imaginative, adventurous spirit offered within the game. Partnering with Kellogg’s is the perfect opportunity for our community to extend the vibrant creativity of the game they already eat up — and it gives them a literal taste of Minecraft in real life.”

Kellogg’s Minecraft Creeper Crunch Cereal is available in stores nationwide and online at a suggested retail price of $3.99 for an eight-ounce box and $5.69 for a 12.7-ounce box.

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