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Volume 26 No. 207
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Patrick Mahomes-Themed Cereal Far Exceeding Sales Expectations

Proceeds from the sale of Mahomes' cereal are being donated to the player's K.C.-area charity
Photo: AMAZON
Proceeds from the sale of Mahomes' cereal are being donated to the player's K.C.-area charity
Photo: AMAZON
Proceeds from the sale of Mahomes' cereal are being donated to the player's K.C.-area charity
Photo: AMAZON

Grocery chain Hy-Vee had "expected to sell 50,000 boxes" of its exclusive Mahomes Magic Crunch cereal after it launched in August, but the chain, as of this week, has "sold 300,000 boxes," according to Dave Caldwell of FORBES. Proceeds are being donated to Chiefs QB Patrick Mahomes' 15 and the Mahomies Foundation, which "helps underserved children" in the K.C. area. Hy-Vee VP/Communications Tina Potthoff said that more than $88,000 has been "donated to the foundation from sales of the cereal, with projections of $100,000 donated after all boxes have been sold." The cereal was Hy-Vee's idea, with "input from Mahomes and PLB Sports, a firm that creates 'a premier line of athlete-endorsed quality food products.'" Mahomes has "become a marketable star in a region that adores the Chiefs" after leading his team to the Super Bowl this year. Hy-Vee "thought that a lot of people would buy the cereal because Mahomes was on the box, but it has become a collector's item" (FORBES.com, 1/23).