Jason and Travis Kelce are dividing fans over their new cereal.
The brothers, who embarked on another business venture when they partnered with General Mills, have created a new staple for the cereal aisle.
Kelce Mix combines fan favorites Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs into one mix.
However, fans were divided on whether they liked the look of the innovative new product.
“This is a crime against nature,” wrote one fan on X after the breakfast cereal was launched.
Jason and Travis Kelce divide fans over their new cereal collaboration with General Mills
Kelce Mix combines Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs in one mix
“Sorry, but that mix looks disgusting,” another chimed in.
“My top 3 cereals, but I don’t know how I feel about them mixed together,” added a third.
Another fan wrote: “I feel like Travis can really make anything exist! Did this just come about from talking about his favorite cereal in New Heights? He should thank his good fortune for starting that podcast with Jason, it practically changed his life!”
The Chiefs star and retired Eagles legend has been breaking records off the football field with his New Heights podcast, and previously gave fans a behind-the-scenes look at the cereal campaign.
“We were both in Los Angeles and we were working on something special with General Mills,” Jason said in an episode last month.
“We didn’t plan to post this, but some images were leaked. We can’t say exactly what’s going on, but I assume these are the images that were leaked,” he added, as a series of images appeared on the screen.
Both wore white T-shirts that read ‘cereal training camp’, along with black shorts and white striped socks.
The brothers gave fans a behind-the-scenes look at their new cereal campaign.
The brothers wore white T-shirts emblazoned with the words ‘cereal boot camp.’
The future Philadelphia Hall of Famer was also photographed in a foam pit as two young children tackled the ball, before the pair posed with mascot Lucky Charms.
“Yeah, we’ve got a lot of cereal on our hands, so we’re expecting some really fun stuff,” Travis said.
“For us, this is like coming full circle. We used to watch General Mills cereal commercials as kids, so this is great.”
Jason added, “I haven’t had that much cereal in a long time,” before the Kansas City Chiefs star chimed in, “And I loved every damn bite. Dude, that shit is like crack. I get why I used to eat a whole box of it.”
“It was amazing. I can’t wait to see how it turns out,” she continued.
The couple, who are making the most of the NFL offseason, also filmed a commercial in which Travis playfully spoon-feeds cereal to his older brother.
“I loved every damn bite. Man, that shit is like crack,” the Kansas City Chiefs star said.
Jason added: “It was amazing. I can’t wait to see what it looks like.”