Kellogg’s in the US has just unveiled a brand new cereal to support the gay and lesbian community.
The special edition brekkie treat is called All Together Cereal and was released to coincide with Spirit Day last Friday that aimed to draw attention to schoolyard bullying of gay students.
And if you want to start your day gay, prepare to spring a cool $US19.99 ($A29) for a box of the rainbow themed sugary treat.
For its part, Kellogg’s will donate $50,000 to LGBTQI+ advocacy charity GLAAD.
But be quick, the promotion is for a short time only.
Your near $30 box of cereal contains six mini cereal boxes packaged inside one larger exclusive All Together box “to celebrate the belief that we all belong together”. The box includes Corn Flakes, Frosties, Froot Loops, Rice Krispies, Raisin Bran and Frosted Mini-Wheats.
In a statement, Kellogg’s said: “The box brings together six of the famous Kellogg mascots and cereals inside the same carton as a symbol of acceptance no matter how you look, where you’re from or who you love.”
Chief diversity officer Priscilla Koranteng said: “At Kellogg, we are firmly committed to equality and inclusion in the workplace, marketplace and in the communities where we work and live.
“We have long been allies and supporters of LGBTQ employees, their families and the community. For more than 100 years, Kellogg has nourished families so they can flourish and thrive, and the company continues to welcome everyone to the table.”