Hy-Vee, Julie and Kirk Cousins Foundation launch charity-focused cereal

Sandra Levy
Senior Editor
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Minnesota Vikings fans who shop at Hy-Vee now can enjoy breakfast with starting quarterback Kirk Cousins of the Vikings.

Hy-Vee has created an exclusive new cereal in partnership with Cousins and the Julie and Kirk Cousins Foundation will begin appearing on store shelves across the state of Minnesota beginning Oct. 15.


The cereal — Cousins CinnaMINN Snaps — will be available in select Hy-Vee stores throughout Minnesota for a limited time.

This limited-edition collector’s product is expected to raise $21,000 for the Julie and Kirk Cousins Foundation. The Foundation plans to donate the proceeds to the Boys & Girls Clubs of the Twin Cities, which has 11 club sites throughout the Twin Cities.

“Kirk Cousins is a true inspiration both on and off the field,” said Matt Nickell, group vice president, sports marketing for Hy-Vee. “His dedication to not only his team but also the Minnesota community is why we are excited to partner with him and the Julie and Kirk Cousins Foundation to launch this new cereal, while providing much-needed support for the Boys and 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,” said Cousins. “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.”

Cousins CinnaMINN Snaps cereal was developed in partnership with Hy-Vee by PLB Sports.

The cereal will only be available while supplies last.