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Hy-Vee Partners with Kansas City Chiefs Tight End Travis Kelce to Launch Exclusive Cereal Benefitting 87 & Running Foundation

August 19, 2022 | News & Press Releases

WEST DES MOINES, Iowa (Aug. 12, 2022) — Kansas City Chiefs fans can now enjoy breakfast with tight end Travis Kelce. Hy-Vee, Inc. announces today that its exclusive new cereal created in partnership with Kelce and the 87 & Running Foundation will begin appearing on store shelves in the Kansas City area beginning Saturday, Aug 13.

The cereal — Kelce’s Krunch — will be available in select Hy-Vee stores throughout the Kansas City area and only for a limited time while supplies last.

This limited-edition collector’s product is expected to raise $18,500 for the 87 & Running Foundation. The Foundation helps underserved youth strive to become productive citizens by mentoring and motivating them to explore and develop their abilities while learning critical life skills. 

“Travis Kelce is a true inspiration both on and off the field,” said Matt Nickell, vice president, sports marketing for Hy-Vee. “His dedication to not only his team but also the Kansas City community is why we are excited to partner with him and the 87 & Running Foundation to launch this new cereal, while providing much-needed support for Kansas City-area youth.”

“As a kid, I grew up looking at my favorite athletes on cereal boxes, so now to have my own in collaboration with Hy-Vee is exciting! With each box of Kelce’s Krunch sold, a donation will be made to my foundation 87 & Running serving the youth in Kansas City,” said Travis Kelce, tight end for the Kansas City Chiefs. “Hy-Vee is an incredible partner, and I am looking forward to bringing more impactful community initiatives to life with them. Let’s go Chiefs Kingdom!”


Hy-Vee, Inc. is an employee-owned corporation operating more than 285 retail stores across eight Midwestern states with sales of more than $12 billion annually. The supermarket chain is synonymous with quality, variety, convenience, healthy lifestyles, culinary expertise and superior customer service. Hy-Vee ranks in the Top 5 Most Trusted Brands and has been named one of America’s Top 3 favorite grocery stores. The company’s more than 80,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit