Hy-Vee launches exclusive cereal for charity

West Des Moines, Iowa-based Hy-Vee has developed an exclusive new cereal created in partnership with 15 and the Mahomies Foundation, the charity of Kansas City Chiefs’ Quarterback and 2018 NFL MVP Patrick Mahomes II. The cereal debuted on store shelves in select cities on Aug. 1.

Mahomes Magic Crunch is being sold as a Hy-Vee store brand, and is available in select Hy-Vee stores in southern Iowa, Kansas, Missouri and Nebraska for a limited time.

“Patrick Mahomes is a true MVP both on and off the field, and is a terrific role model for our customers and football fans alike,” said Donna Tweeten, Hy-Vee’s chief marketing officer and chief customer officer. “We’re excited to partner with his foundation to launch this new cereal celebrating the very special ‘Mahomes magic’ that he’s brought to football fans across the country.”

This limited-edition collector’s product is expected to raise $25,000 for the 15 and the Mahomies Foundation. Those proceeds will be donated to help underserved children in Kansas City, Mo., and surrounding areas.