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Hy-Vee Partners with the Julie and Kirk Cousins Foundation to Launch Exclusive Cereal

Cousins CinnaMINN Snaps cereal, benefitting the Boys and Girls Clubs of the Twin Cities, will be exclusively available at Minnesota Hy-Vee locations starting Oct. 15

October 13, 2020 | News & Press Releases

WEST DES MOINES, Iowa (Oct. 13, 2020) — Minnesota Vikings fans can now enjoy breakfast with starting quarterback Kirk Cousins of the Vikings. Hy-Vee, Inc. today announced that its exclusive new cereal created in partnership with Cousins and the Julie and Kirk Cousins Foundation will begin appearing on store shelves across the state of Minnesota beginning Oct. 15.

The cereal—Cousins CinnaMINN Snaps—will be available in select Hy-Vee stores throughout Minnesota and only for a limited time.

This limited-edition collector’s product is expected to raise $21,000 for the Julie and Kirk Cousins Foundation. The Foundation plans to donate the proceeds to the Boys & Girls Clubs of the Twin Cities, which has 11 club sites throughout the Twin Cities. 

“Kirk Cousins is a true inspiration both on and off the field,” said Matt Nickell, group vice president, sports marketing for Hy-Vee. “His dedication to not only his team but also the Minnesota community is why we are excited to partner with him and the Julie and Kirk Cousins Foundation to launch this new cereal, while providing much-needed support for the Boys and Girls Clubs of the Twin Cities.”

“Since joining the Vikings, Julie and I have been embraced by Minnesotans and have seen first-hand the supportive nature of this community,” said Cousins. “This partnership with Hy-Vee is another opportunity for us to reciprocate that support and give back to an impactful Minnesota organization like the Boys & Girls Club of the Twin Cities.” 

Cousins CinnaMINN Snaps cereal was developed in partnership with Hy-Vee by PLB Sports, Inc. The cereal will only be available while supplies last. 


Hy-Vee, Inc. is employee-owned corporation operating more than 275 retail stores across eight Midwestern states with sales of $11 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 10 Most Trusted Brands and has been named one of America’s Top 5 favorite grocery stores. The company’s more than 85,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit