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Hy-Vee, Kirk Cousins team up to launch limited-edition cereal to help local Boys & Girls Clubs

Hy-Vee has teamed up with the Vikings QB on the cereal, called Cousins CinnaMINN Snaps.
hyvee cousins cereal

Viking's quarterback Kirk Cousins has teamed up with Hy-Vee to launch a new cereal that will benefit his foundation. 

The limited-edition cereal, called Cousins CinnaMINN Snaps, will be available at Hy-Vee stores in Minnesota starting Oct. 15 until supplies run out, a news release says.

This cereal is expected to raise $21,000 for the Julie and Kirk Cousins Foundation, which plans to donate proceeds to the Boys & Girls Clubs of the Twin Cities. 

“Since joining the Vikings, Julie and I have been embraced by Minnesotans and have seen first-hand the supportive nature of this community,” Cousins said in a statement. “This partnership with Hy-Vee is another opportunity for us to reciprocate that support and give back to an impactful Minnesota organization like the Boys & Girls Club of the Twin Cities.” 

Matt Nickell, group vice president, sports marketing for Hy-Vee, calls Cousins a "true inspiration both on and off the field," noting "his dedication to not only his team but also the Minnesota community" inspired the grocery chain to partner with him to provide support for the Boys & Girls Clubs of the Twin Cities. 

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The Boys & Girls Clubs of the Twin Cities has 11 locations in the metro area. The organization works to enable young people to reach their full potential as "productive, caring and responsible citizens" through activities and programs. 

The release of this cereal comes as the breakfast cereal market rebounds following years of dipping sales as consumers sought out more health-conscious and on-the-go breakfast options

The COVID-19 pandemic has helped cereal sales as people stay home and seek out pantry staples, like cereal. The Minneapolis-St. Paul Business Journal said cereal sales are up 11% this year and Golden Valley-based General Mills is seeing a boost, with its cereal category growing 26% in the quarter that ended May 31.

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