Kellogg’s launches Pokémon cereal

Kellogg’s and Pokémon have teamed up to launch a new cereal.

Coming in special-edition collectable packs, the Kellogg’s Pokémon Cereal will initially launch exclusively via the Tesco Group, including Booker and One Stop, before rolling out into other major retailers later this year.

It features a chocolate‑flavoured wheat and maize recipe, fortified with vitamins, and fans can collect four special-edition packs featuring Pikachu, Bulbasaur, Charmander and Squirtle.

“We’re excited to partner with Pokémon to add a sense of adventure to breakfast with our new cereal,” said Mike Astley, Senior Activation Brand Manager at Kellogg’s.

“By bringing together Kellogg’s ownership of mornings and Pokémon’s iconic world of adventure, we’re creating fun, familiar moments that shoppers – especially those drawn to brands that resonate across generations – will love.”

Mathieu Galante, Sr. Director, Licensing of Pokémon Company International, added: “As fans around the world celebrate 30 years of Pokémon, it’s incredible to see how it continues to connect generations.

“Partnering with Kellogg’s, a name so many people also have grown up with, brings that to life – creating something people of all ages can enjoy while adding a little extra playfulness to their mornings.”