• by Les Luchter , April 9, 2025

Life Cereal, entering the functional foods realm with a Mighty Life line, has teamed with first-aid brand Welly for limited-edition bandages.

Mighty Life, launched earlier this year by PepsiCo-owned Quaker Oats, is a multigrain cerealthat comes in two flavors/formulations: “Strawberry Blueberry Bliss,” with vitamin C, vitamin D, and zinc; and “Very Vanilla,” with vitamin D and calcium. The former promises to provide immune support and the latter “to help build strong bones.” While Life Cereal already has a vanilla flavor, Mighty Life’s “Strawberry/Blueberry” also marks the brand’s first entry into fruit-flavored cereal.

Welly, owned by Unilever, is known for targeting millennials and their kids with colorful bandages and other healthcare products. The limited-edition flex bandages come in two designs: one featuring strawberries and blueberries, the other bowls and spoons.

They’ll be given away as prizes in a sweepstakes, running through May 7 at MightyLifeKit.com. A hundred winners will get one box of each Mighty Life cereal and 100 bandages. The promotion also includes 100 instant winners, who will get one of four prizes: a Welly first-aid kit, or a Mighty Life-branded cereal bowl, sweatshirt or baseball cap. 

To promote the sweepstakes, Life Cereal and Welly are running social media posts and using family-oriented influencers like Alisha Williams (“it’s a win-win for both parents and kids”) and Britt Horton (“I grew up eating cereal, and still LOVE it and so do my kids!”).

“Families today are looking for ways to make their mornings more purposeful, and parents want breakfast options they can feel good about serving,” a Life Cereal representative told Marketing Daily.

“The playfulness of the Welly brand aligns perfectly with Life Cereal,” PepsiCo’s Ciara Dilley, senior vice president, growth portfolio,” said in a press release announcing the collaboration.

“We’re both here to help families embrace the chaos, celebrate the adventures and live life to the fullest,” explained Stephanie Moats Leibke, Welly’s vice president, brand marketing and creative.

In addition to the Welly partnership, social media outreach and influencers, the Life Cereal rep said that Quaker Oats is marketing Mighty Life through targeted digital campaigns and in-store samplings through such retailers as Walmart, Target and Kroger.