Heinen's partners with NFL star for sweet exclusive product

Cleveland-based grocery chain Heinen’s has announced a partnership with a local star athlete for an exclusive new product. Cleveland Browns Pro Bowl running back Nick Chubb and PLB Sports & Entertainment will bring a new breakfast cereal to all Heinen’s locations.

The cinnamon square cereal featuring a superhero rendering Chubb on the box will be available at the family-owned chain for a limited time, arriving just in time for football season.

“I’m excited to release Chubb Crunch,” said Chubb, who was drafted by the Browns in 2018. “It’s always been a dream to have my own cereal, especially one that benefits a cause that is close to my family.”

  A portion of the profits will be donated to a good cause, benefiting First Candle, an organization working to eliminate Sudden Infant Death Syndrome (SIDS) and other sleep-related infant deaths through education, while providing support for grieving families who have suffered loss.

“Nick’s amazing abilities on the field are matched by his community focused efforts off of it,” said Troy Witt, Director of Marketing and Partnerships for PLBSE, a company that has created unique brands and lines for athletes and entertainers for more than 30 years. “Nick is exactly the type of player and person we strive to work with.” 

“Nick has become an important part of the Cleveland sports community as well as a role model on and off the field,” said Kim Heinen, Manager of Packaged Goods at Heinen’s. “We feel that Nick’s values align with our own values at Heinen’s, and we are honored to serve as the exclusive retailer for Chubb Crunch.”