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Grocery store chain Hy-Vee unveiled Mahomes Magic Crunch last August in collaboration with the Chiefs star, with sales proceeds directed to his charity, 15 and the Mahomies Foundation. The Midwest-based company initially expected to sell 50,000 boxes.
In the months since the launch, Hy-Vee has sold 300,000 boxes of Mahomes Magic Crunch, a company spokeswoman told Forbes. The chain expects to donate $100,000 to his charity by the time its supply runs out.
“The excitement Hy-Vee’s Mahomes Magic Crunch cereal has created for Kansas City Chiefs fans is truly unmatched in our company’s history,” Randy Edeker, Hy-Vee’s chairman, CEO and president, told Forbes.
Mahomes Magic Crunch sells for $3.99 per box. The cereal has a taste similar to Kellogg’s Frosted Flakes. Boxes have also become a collector's item on resale platforms such as eBay.
Mahomes, 24, has emerged as one of the NFL’s most marketable stars since the Chiefs selected him in the first round of the 2017 NFL Draft. He is the reigning NFL most valuable player and will lead the Chiefs into a clash with the San Francisco 49ers at Super Bowl LIV on Sunday, Feb. 2.
The Texas Tech University product has endorsement deals with Oakley sunglasses, Adidas, State Farm Insurance and DirecTV, among other companies.