General Mills reimagines breakfast with custom cereal, starting with Jettas Mix breakfast cereal

USA – General Mills, an American multinational manufacturer and marketer of branded ultra-processed consumer foods, has collaborated with National Football League star Justin Jefferson to launch the Jettas Mix breakfast cereal varieties.

General Mills introduced a special-edition Kelce Mix cereal in its Cereal Training Camp last year, created in collaboration with National Football League brothers Travis and Jason Kelce.

In 2025, General Mills unveiled Jettas Mix breakfast cereal, offering fans an exciting new flavour to enjoy.

Jefferson’s new cereal blend, Jettas Mix breakfast cereal, combines two General Mills favourites: frosted lemon Cheerios and Cinnamon Toast Crunch Strawberry.

“Cinnamon Toast Crunch was always my go-to cereal growing up, and after dropping my own Griddy box with the brand a few years ago, this really feels like a full-circle moment,” Jefferson said.

“I can’t wait for everyone to try my custom Jettas Mix. It’s a winning combo of that fresh, lemony vibe and the sweet hit of strawberry Cinnadust for a flavor you won’t want to fumble.”

Alongside Jettas Mix, Cereal Training Camp spotlights football stars with their own limited-edition General Mills cereal boxes.

“Our fleet-footed wide receiver partners, with their love of cereal, big personalities and signature end-zone dances, bring heart, hustle, and humor so cereal and football fans everywhere start their day with a win,” says Mindy Murray, brand experience director for General Mills’ Morning Foods.  

Each limited-edition cereal box features a different football star in a custom, cereal-themed jersey, accompanied by dynamic action shots on the back.

The lineup includes Justin Jefferson performing his signature “Griddym” dance on Cinnamon Toast Crunch, Ja’Marr Chase striking the “Lucky Strut” on Lucky Charms, and Amon-Ra St. Brown showcasing the “Honey Handstand” on Honey Nut Cheerios.

Additionally, Reese’s Puffs rounds out the collection with a special box featuring all three athletes together, celebrating their flair and personality in one standout design.

Collaborations between athletes and food brands are driving innovation through unique flavour blends, flavour stacking, and limited-edition releases.

These trends boost consumer excitement and brand engagement. Industries such as food, sports marketing, and consumer packaged goods are leveraging celebrity partnerships to create standout products that appeal to both fans and collectors.

General Mills Jettas Mix cereal will be available at United States retailers for US$3.50 starting in August.

Also, starting September 4, Walmart.com will launch a collector’s edition Reese’s Puffs cereal box, featuring exclusive trading cards and a Bluetooth speaker, available for a limited time while supplies last.

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