Famous Fixins will produce a new frosted flakes limited
edition collectors cereal commemorating John Elway.
"Quarterback Crunch" will be distributed in the Denver area
and will feature the inclusion of random redemption cards
for Elway football-related memorabilia (Famous Fixins).
CEREAL EXAMINATION: Famous Fixins President & CEO Jason
Bauer appeared on CNN/fn's "Business Unusual" and was asked
to compare a celebrity's compensation from his company to
that from appearing on a Wheaties box: "It's completely
different. Wheaties is more of an endorsement. Our
products are designed based on the athlete, based on the
celebrity. They have the final say on the type of product,
on the packaging, on the overall advertising." Compensation
"all depends on the distribution -- national versus
regional. ... And because we're a publicly traded company,
we give them warrants as a ... signing bonus." Bauer, on
the company's "Jeter's" cereal: "If you're a twelve-year-old
kid who's eating frosted flakes every morning before you go
to school [and] you're a die-hard Yankee fan, why would you
ever buy Tony the Tiger again?" ("Business Unusual," 10/15).
THE GREAT FLAKE DEBATE: CNN/SI's Peter King, when asked
by Bob Lorenz if he's tried "Moss' Magical Crunch" cereal:
"No, I haven't, but I hear it's really good. I'm going to
leave that to [CNN/SI football analyst] Ron Meyer." Meyer:
"I prefer 'Flutie Flakes'" ("NFL Preview," CNN/SI, 10/17).
