Once upon a time you had to be a champion to get your face on a cereal box. Now you just have to champion a good cause. Buffalo Bills defensive end Mario Williams launced his own branded breakfast treats last week, “MariO’s.” The honey-toasted oats aren’t going to revolutionize mornings, but a decent portion of sales will benefit a children’s cancer charity. The cereal joins a long list of sports-star themed packaged goods with a higher purpose, all manufactured by PLB Sports Inc. of Pittsburgh. The company, an offshoot of a food distributor, now boasts more than 100 celebrity products, like Detroit Tigers pitcher Justin Verlander’s Fastball Flakes, and a Dijon mustard bearing the name of Pittsburgh Penguins’ winger Pascal Dupuis. Somewhere between fundraising gimmick and collectible, they’ve found a unique place in the market, says Doug Ritchart, a PLB account manager.“We always encourage people to buy two boxes. One to eat, and the other put up on the shelf.”
Business
Cereal Athletes
Mario Williams follows Doug Flutie in sports cereal branding
FILED UNDER: celebrity products Cereal fundraising PLB Sports