Jason and Travis Kelce are dividing fans over their new cereal.

The brothers, who embarked on another business venture when they teamed up with General Mills, have created a new cereal aisle staple.

The Kelce Mix combines fan favorites Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs into one blend.

However, fans were split over whether they liked the look of the inventive new product.

‘This is a crime against nature,’ one fan wrote on X after the breakfast cereal launched.

Jason and Travis Kelce are dividing fans over their new cereal collab with General Mills

The Kelce Mix combines Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs into 1 blend

‘I’m sorry but that blend looks gross!’ a second chimed in.

‘My top 3 cereals but idk how i feel about them mixed,’ a third added.

Another fan wrote, ‘I feel like Travis really can speak anything into exsistance [sic]! Has this come about from just chatting about their favourite cereal on New Heights? Man he must thank his lucky stars that he started that podcast with Jason – it’s pretty much changed his life!’

The Chiefs star and the retired Eagles legend have been smashing records away from the football field with their New Heights podcast, and previously gave fans a behind-the-scenes look at the cereal campaign.

‘We were both in LA and we were working on something special with General Mills,’ Jason said on an episode last month.

‘We didn’t plan to release this but some pictures got leaked. We can’t tell you exactly what’s happening but I guess here are the pictures that got leaked,’ he added, as a series of images flashed on the screen.

The pair both rocked white tees, which read ‘cereal training camp,’ along with black shorts and white striped socks.

The brothers gave fans a behind-the-scenes look at their new cereal campaign

The brothers both rocked white shirts adorned with the words ‘cereal training camp’

The future Philadelphia Hall of Famer was also photographed in a foam pit being tackled by two young children, before the pair posed with the Lucky Charms mascot.

‘Yeah we got a bunch of cereal on our hands so expect some really fun stuff,’ Travis said.

‘This is like full circle for us. We were watching General Mills cereal commercials growing up so this is pretty cool.’

Jason added, ‘I haven’t eaten that much cereal in such a long time,’ before the Kansas City Chiefs star chimed in, ‘and I loved every f***ing bite. Dude that s*** is like crack. I get why I used to go through an entire box.’

‘It was unbelievable. I can’t wait to see what this looks like,’ he continued.

The pair, who are making the most of the NFL off-season, also filmed a commercial in which Travis hilariously spoon-fed cereal to his big brother.

‘I loved every f***ing bite. Dude that s*** is like crack,’ the Kansas City Chiefs star said

Jason added, ‘It was unbelievable. I can’t wait to see what this looks like’