The elder Kelce, who announced his retirement from the NFL in March, noted that cereal was the only thing he and Travis knew more about than football.

“So we’re honored to take home the victory and consider ourselves officially inducted into cereal culture with Kelce Mix,” the former Philadelphia Eagles center said.

Travis Kelce also dished on his affinity for the breakfast staple in the press release, referring to comments he made on his “New Heights” podcast with brother Jason in December 2023.

“I’ve said that I’d eat a whole box of Reese’s Puffs cereal in one sitting, and while I stand by that, our creation might just be the new MVP of the cereal aisle,” he said.

During the episode, in which they talked about their love for breakfast cereals, the Kelce brothers also listed their top five brands, a feat Travis Kelce described as “tough.”

While the brothers disagreed on their fourth and fifth spots on the list — which included Cap’n Crunch’s Crunch Berries and Apple Jacks for Travis Kelce and Cap’n Crunch and Cheerios for Jason Kelce — their top three cereals, although differently ranked, were the same three featured in the Kelce Mix: Reese’s Puffs, Cinnamon Toast Crunch and Lucky Charms.

“It’s the best. I could eat a whole box right now. Literally, an entire box,” Travis Kelce said. “Put it in a popcorn bowl and just f—— add an entire gallon of milk to it and just walk it. Just absolutely walk it. It’ll take me like three hours to do it, and I’ll just be eating the soggy ones at the bottom that I still enjoy because it’s so f—— good.”

In the press release, the Kansas City Chiefs tight end seemed a bit nostalgic when reflecting on the impact the breakfast item had on his childhood.

“We’d go through two to three boxes of our favorite cereals a week when we were growing up, so being able to team up with General Mills now is a full circle moment for us,” he said.

Starting in September, the Kelce Mix will be available in retailers across the country. In addition to their own cereal mix, General Mills is also launching four limited edition Kelces’ Pick collectible boxes of Cinnamon Toast Crunch, Honey Nut Cheerios, Lucky Charms, and Reese’s Puffs.

Francesca Gariano

Francesca Gariano is a New York City-based freelance journalist reporting on culture, entertainment, beauty, lifestyle and wellness. She is a freelance contributor to TODAY.com, where she covers pop culture and breaking news.