Kellogg’s To Release Heart-Shaped Rainbow “Pride” Cereal Covered In Edible Glitter

Kellogg’s has just announced a new pride-themed cereal that celebrates and supports the LGBTQ community and will be released just in time for Pride Month

The limited-edition cereal will feature berry-flavored, rainbow-colored hearts covered in edible glitter.

Various Kellogg cereal mascots, including Tony the Tiger; Toucan Sam; and Snap, Crackle and Pop appear on the box because they are “Together with Pride.”

The cereal will be available at select major retailers nationwide beginning in May. The 7.8-ounce box will have a suggested retail price of $3.99, the company said in a press statement.

Kellogg’s has partnered with GLAAD on the cereal release. The company says it will donate $3 for every box purchased to GLAAD when consumers upload the box purchase and receipt to the Kellogg’s Family Rewards site. The brand has committed to donating a minimum of $100,000 with a maximum of $140,000.

Cereal bought from May 1 to Nov. 30 will apply. Proof of purchase must be uploaded within 30 days of purchase.