Football fans, feast your eyes: Coming to a cereal aisle near you is a pair of gridiron standouts. You may know their names.

Brothers Jason and Travis Kelce’s push for world domination continues, with their latest innovation perhaps their most daring. The football icons are slated to release their own line of cereal with General Mills, one that isn’t actually a new cereal brand at all.

Rather, General Mills is blending three of Jason and Travis’ favorite cereal options — Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs — into one. The offering, called a Kelce Mix, will be released at a price of $5.96.

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What is in Kelce Mix cereal?
“The only thing Travis and I know more about than football is cereal – so we’re honored to take home the victory and consider ourselves officially inducted into cereal culture with Kelce Mix,” Jason Kelce said in a press release.

In addition to Kelce Mix, the brothers will also see their likenesses featured on limited-edition boxes of Honey Nut Cheerios, Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs.

Cereal has been a staple in the Kelce brothers’ diet since they were children, with Travis Kelce the brothers would “go through two to three boxes of our favorite cereals a week” during their youth.

According to the Philadelphia Inquirer’s Gabriela Carroll, the two football stars filmed a promotional video for their impending release, a sort of “Cereal Training Camp”, if you will.

“I haven’t eaten that much cereal in such a long time. It was unbelievable,” Jason Kelce said of the video on the June 5 episode of New Heights.