• by Sarah Mahoney  @mahoney_sarah, September 18, 2024

Want to have breakfast with one of the flashiest pros in women’s basketball? You’re in luck. General Mills is featuring the WNBA’s Angel Reese on Reese’s Pieces. The limited-edition cereal collaboration teases the young star’s upcoming fashion line. And just like peanut butter and chocolate, the food company calls Reese a “dual threat, from basketball to fashion.”

In her first season as a pro, Reese has come to be known as the “Double Double Queen.” In the coming weeks, she’ll be featured on the cereal boxes with four unique back-of-box designs. And the release is a tease for a forthcoming collaboration, blending her love for basketball and fashion.

Reese, a forward with Chicago Sky, suffered a season-ending injury last week but still managed to rank No. 2 in the Rookie of the Year ranking behind Caitlin Clark. Reese set the WNBA single-season rebounding record.

She “authentically owns both of her passions and inspires others to do the same,” said Brandon Tyrrell, senior brand experience manager at General Mills, in the announcement. “Reese’s Puffs cereal has become synonymous with cultural relevance after partnering with some of the most influential and inspiring artists, musicians, designers – and now athletes – and fans are going to eat this one up.”

General Mills also recently released Kelce Mix, a limited-edition mélange dreamed up by the NFL’s Jason and Travis Kelce. It combines all their favorite cereals, including Reese’s Puff, Honey Nut Cheerios, Cinnamon Toast Crunch and Lucky Charms. It also owns Wheaties,

General Mills just posted financial results for the first quarter of its fiscal year, with sales declining 1% to $4.8 billion. North American food sales slipped 2%. The Minneapolis-based company is in the midst of a transformation plan to accelerate growth and says that innovation in the cereal category is part of that.

Consumers still feel pinched by food prices, so they look for different ways to find deals. “Consumers see value in many different ways,” said Jeffrey L. Harmening, chairman and chief executive officer, in a conference call webcast for investors. That can include coupons, promotional pricing, advertising and messaging, and innovation.

“In cereal, we launched Fruity Cheerios,” he said. “It's the top turning new cereal in the category because consumers trust Cheerios and want something a little bit different.”