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On the cover of the box will appear a bunch of LGBTQ+ allies you never knew were in the movement in the form of Kellogg's mascots Tony the Tiger (Frosted Flakes), Toucan Sam (Froot Loops), Dig 'Em Frog (Honey Smacks), Cornelius (Corn Flakes), Sunny the Sun (Raisin Bran) and those adorable, little booty-shakin' elves Snap, Crackle and Pop (Rice Krispies).

gay cereal

"For more than 100 years, Kellogg's has nourished families so they can flourish and thrive, and the company continues to welcome everyone to the table."



Topics:NewsMichigan

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Kellogg’s new LGBTQ cereal wants to fill your mouth with Pride

If you’re looking for amore thematically appropriate way to start your day during Pride Month, Kellogg’s might have the answer: its new “Together with Pride” cereal, launched in collaboration with GLAAD.

Resembling heart-shaped Froot Loops, the berry-flavored cereal has an edible glitter coating to really heighten the LGBTQ-ness of it all — because apparently nothing says Pride quite like fruity glitter.

With a box showing a number of Kellogg’s cereal characters — including Tony the Tiger, Snap, Crackle, and Pop, and the Frosted Mini-Wheats mascot waving a Pride flag — the rainbow-hued cereal will hit stores in May for $3.99, just ahead of Pride Month in June.

While the cereal itself might be a tad ridiculous, buying a box will make at least some measurable impact.

Kellogg’s will donate $3 from each box sold to LGBTQ media advocacy organization GLAAD, provided people upload their receipt to Kellogg’s website.

Related: GLAAD introduces ‘Equality Accountability Tracker’ to chart Biden’s LGBTQ progress

The launch of the new “Together” cereal comes two years after Kellogg’s offered its “All Together” cereal, a limited-edition cereal for Spirit Day, an annual day spearheaded by GLAAD which highlights anti-LGBTQ bullying and supports LGBTQ youth.

Retailing for $20, the “All Together” box contained six mini cereal boxes inside, “to celebrate the belief that we all belong together,” according to Kellogg’s.

“We have long been allies and supporters of LGBTQ employees, their families and the community.

AKA - the first Kellogg’s commercial to feature an openly trans person (and the first Kellogg’s commercial with a drag queen)!

On Tiktok, we launched with #BoxesAreForCereal, starring 3 sponsored LGBTQ+ influencer content pieces, helping us connect automatically with Gen Z.

TikTok video views from our influencers

Positive sentiment on social

TikTok earned video views

collaborated with artist/creator
Jon Hanlan to create campaign stickers

The top panel is a wrist band on which you can write your own pronouns.

I collect cereal boxes and didn’t want to miss this one.

The cereal will go on sale next month.

Kellogg's, which is headquartered in Battle Creek, will donate $3 from each $4 box to GLAAD.

CD: Rick Hamman
Producer: Hope + Dreams
Director/Editor: Viacom
Sound: Vanessa Thurlow

We concepted the on-box copy and all launch materials for Together with Pride cereal.

No more sad gay ads, we are sad enough. Period.

the infamous gay and trans cereal

Kellogg’s launched Together with Pride cereal: a real, on shelf cereal, available in 9 retail chains across the country for Pride. It promotes acceptance, and opposes bullying. Hard to argue with that. We rallied around “Boxes are for cereal, not people” and added pronoun education to the back of the box.

Two years ago, Kellogg's offered All Together boxes of cereal that actually contained six miniature cereal boxes inside one large one and retailed for $20 in celebration of Spirit Day — an annual GLAAD-supported celebration that brings attention to anti-LGBTQ bullying and supports LGBTQ+ youth.

"We have long been allies and supporters of LGBTQ employees, their families and the community," Kellogg's Vice President of Talent and Chief Diversity Officer Priscilla Koranteng said in 2018.

Overwhelmingly, research shows these products to be associated with excessive calorie intake, weight gain, and chronic disease.

  • Marketed to kids: The cartoon characters signal this. This is about marketing. It also recognizes the market power of the pride community—but to what end?

    On the other: This is a sugary, ultra-processed cereal, aimed at kids, no less.

    • The sugars: One serving has 12 grams of added sugars, accounting for 24% of the upper daily limit for sugars and 37% of the calories in this cereal.
    • Ultra-processed: This is the term for food products that are industrially produced, bear little resemblance to the foods from which they were derived, are made with ingredients that can’t be duplicated in home kitchens, are formulated to be “addictive” (“You can’t eat just one”), and are highly profitable.

    • and it’s gorge!

    We scored a sponsored vignette with VH1,
    with drag race superstar, Gottmik! I could not find it in any of the supermarkets I’ve been to. This is not the first time the cereal giant has partnered with the agency.



    We kept the community contribution at the forefront, and stayed committed to fun. Kids’ cereals are brightly colored (e.g., Froot Loops), sugary, and marketed with cartoon characters.

    Non-binary kids, like all kids, should be eating such cereals in small amounts, if at all.

    I was curious to see what the press had to say about it—not nearly as much as I expected.

    From where I sit, Kellogg is using gay pride to market its cereals.

    Coming to grocery store aisles across the country just in time for Pride month in June is Together with Pride, a gay-as-hell breakfast cereal that consists of – no lie – rainbow hearts and edible glitter.