Earlier this month, certain SNS posts caused a stir among MOAs—fans of the fourth-generation boy group TOMORROW X TOGETHER (TXT). Fans were surprised to see photos of TXT on boxes of General Mills cereals, and they wondered if the boys had collaborated with the brand. However, there was confusion as no official announcements had been made at that time. Eventually, any initial skepticism about the authenticity of these photos was laid to rest when General Mills confirmed the collaboration through a press release on their official website.

Each of TXT’s five members—Soobin, Yeonjun, Beomgyu, Taehyun, and Hueningkai—appears on a different box alongside a General Mills brand mascot. For instance, Soobin shares space with Trix the Rabbit, who became the mascot of Trix in 1959. Known for his attempts to trick children into giving him cereal, his catchphrase “Silly rabbit! Trix are for kids!” became widely recognized. Soobin loves General Mills cereals because of the mascots, and Trix the Rabbit is actually his favorite, so he’s happy to be paired with the mischievous long-eared bunny. (It’s also worth noting that some MOAs and even the other TXT members themselves think Soobin resembles a rabbit.)

The TXT limited edition

Hueningkai, who appears on boxes of Cinnamon Toast Crunch, also weighed in. “I think MOAs will be delighted to see us featured on the General Mills packages on the store shelves! I hope everyone starts their day energetically with TXT limited edition cereals,” he said. Hueningkai’s partner is the cereal’s mascot, Crazy Squares. These square-shaped characters are lively, playful, and often depicted engaging in mischievous antics in commercials for the cereal.

Yeonjun shares his box with Chip the Wolf, the face of Cookie Crisp. Chip became the cereal’s mascot in the US in 2005 and has held that position for a grand total of 14 years. This makes him similar to Yeonjun, who spent many years as a trainee before debuting in TXT as its main dancer and mat-hyung (oldest member). Chip’s antics, which involve hilarious yet unsuccessful attempts to steal Cookie Crisp cereal, are usually highlighted in the brand’s advertising campaigns.

Yeonjun noted, “I’m excited about the collaboration because General Mills is a brand that everyone can enjoy. I hope many people will like the TXT limited edition, too!”

A collectible item for fans

Their bandmates Beomgyu and Taehyun were partnered with Lucky the Leprechaun and Buzz the Bee, respectively. Lucky the Leprechaun, also known as Sir Charms, is the mascot for Lucky Charms. Debuting in 1964, Lucky is depicted as a leprechaun who is protective of his magical marshmallow charms. Meanwhile, Buzz the Bee, introduced in 1980, represents the flavor of the cereal. Aside from becoming a mascot for the brand, Buzz played a key role in campaigns about preserving honeybee populations.

These special edition boxes also include cardboard cutouts of the band members, making them a collectible item for fans. They became available starting April 22 at major retailers such as Target and Wal-Mart, as well as various smaller grocery stores. The limited edition Reese’s Puffs box—which features all five TXT members—will be exclusively available at Wal-Mart from May 6 until it is discontinued.

Speaking of collectibles, the brand is teasing another limited-edition box as part of this collaboration. Check it out below!

About General Mills

General Mills, established as a flour mill in Minneapolis in 1866, has evolved into a multinational entity renowned for a diverse range of food products. From its early days, the company shifted its focus from milling to packaged consumer foods in the mid-20th century and diversified into various sectors, including snack foods, toys, and even fashion and specialty retailing. 

Today, General Mills continues to innovate, focusing on sustainability and expanding its portfolio to include healthier and international food options. The company’s portfolio includes well-known brands like Cheerios, Nature Valley, Häagen-Dazs, and many more, generating significant sales globally. In 2023, it generated fiscal 2023 net sales of 20.1 billion USD. In addition, the company’s share of non-consolidated joint venture net sales totaled 1.0 billion USD.

Throughout its long history, General Mills has been a pioneer in marketing and advertising. That’s why the company’s latest collab with TXT isn’t that surprising, given its history. For more information, visit General Mills’ website and follow @generalmills on Facebook, Instagram, TikTok, and Twitter. – K-Pop News Writer

Featured Image: Partnering with TXT was a genius move on General Mills’ part. Source: X/@txtarchivee.