(ETH) – Kellogg’s cereal has just launched its new “Together with Pride” cereal, which reportedly launched in collaboration with GLAAD. The cereal reportedly Resembles heart-shaped Froot Loops, which has an edible glitter coating to really heighten the LGBTQ-ness of it all — because apparently, nothing says Pride quite like fruity glitter.
The box displays the traditional Kellogg’s cereal characters — including Tony the Tiger, Snap, Crackle, and Pop, and the Frosted Mini-Wheats mascot all waving a Pride flag. The report reveals that the rainbow-hued cereal will come to stores in May for $3.99, ahead of Pride Month in June.
Kellogg’s has also reported that they will be donating $3 from each box sold to LGBTQ media advocacy organization GLAAD. This new launch of the “Together” cereal follows two years after Kellogg’s offered its “All Together” cereal, which was 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. For more than 100 years, Kellogg has nourished families so they can flourish and thrive, and the company continues to welcome everyone to the table,” Priscilla Koranteng, Kellogg’s Vice President of Talent and Chief Diversity Officer, said at the time.
