NEW YORK and OAKVILLE, Ont. — Your favorite cereals just became your new favorite protein powders.
Six Star Pro Nutrition and Kellogg’s have teamed up to create the ultimate athlete’s dream: Frosted Flakes and Froot Loops flavored SIX STAR 100% Whey Protein Plus, coming this August to Walmart and other leading retailers near you, as well as on the web at www.sixstarpro.com. This game-changing partnership will not only see the reinvention of two time-tested breakfast favorites into high-performance protein but will leverage the beloved Tony the Tiger and Toucan Sam characters.
With 30 grams of protein, 6.7 grams of BCAAs, and only 2 grams of sugar per serving, SIX STAR and Kellogg’s will set athletes up for success with a product that Tastes Like Victory and has all the essential ingredients needed for every big win in life — on and off the field. Day or night, after a workout or a game, or with a bowl of cereal, it’s designed to help athletes fuel their performance. Most importantly, family-friendly pricing means that, like most SIX STAR products, high-performance nutrition comes without taking a bite out of the bottom line.
“At Kellogg’s, we envision a good and just world where people are not just fed but fulfilled,” said David Lee, Senior Director of Global Licensing & Culture. “Our brand collaboration with best-selling sports nutrition brand SIX STAR supports that vision with iconic brands like Frosted Flakes and Froot Loops bringing balanced breakfasts and new, innovative high-performance protein powders for busy families and sports lifestyles.”
This partnership allows Team SIX STAR to add two of the most iconic and recognizable brand mascots in the world of advertising and marketing, Tony the Tiger and Toucan Sam, to its athlete roster. These legendary figures embody the spirit of an athlete, the wisdom of a coach, and the heart of a hero. Tony the Tiger will encourage student-athletes to make everyday moments and gametime GR-R-REAT! and Toucan Sam will colorfully remind them to make time for fun, adventure, and celebration along the way.
“The consumer drives us at Iovate, so we’re always eager to create memorable experiences while showcasing the innovation our company is known for,” said Tim Toll, Chief Executive Officer at Iovate Health Sciences International Inc., the makers of SIX STAR branded products. “This synergistic partnership with Kellogg’s will allow us to continue championing delicious, affordable, and accessible nutrition to athletes of all ages — high school, college, even professionals, and their families. We are thrilled to bring two iconic cereal flavors – Frosted Flakes and Froot Loops — into the world of sports nutrition.”
The SIX STAR and Kellogg’s brands will support this partnership through an array of marketing campaigns and initiatives that revolve around creating a GR-R-REAT overall experience for consumers. This includes integration into the SIX STAR brand’s high school partnerships, its Pro Athlete ambassadors — including U.S. soccer star Kristie Mewis and professional soccer star Jordyn Huitema — experiential marketing activations, and paid media advertising across print, digital, mobile, and social platforms.