Six Star Pro Nutrition Announces Launch of Kellogg’s Cereal Flavoured Products in the Canadian Market

It’s your turn Canada. Your favourite cereal flavours just became your new favourite protein powders.

Six Star Pro Nutrition® and Kellogg’s® cereal flavours have teamed up to create the ultimate athlete’s dream: Kellogg’s Frosted Flakes® and Kellogg’s Froot Loops® flavoured Six Star® 100% Whey Protein Plus, now available at Loblaws® Company Limited branded locations, Shoppers Drug Mart® and through Amazon.ca, SixStarPro.ca, and coming in January to Walmart® Canada stores and on Walmart.ca. This game-changing partnership, established in the summer of 2023, has seen the reinvention of two time-tested breakfast cereal favourites into high-performance protein powders, and leverages the beloved Tony the Tiger® and Toucan Sam® characters in partnership with the Six Star® brand.

With 30 grams of protein, 6.7 grams of BCAAs, and only 2 grams of sugar per serving, Six Star® and Kellogg’s Frosted Flakes® and Kellogg’s Froot Loops® cereal flavours set athletes up for success with a product that Tastes Like VictoryTM 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.

This partnership allows Team Six Star® to add two of the most iconic and recognizable brand mascots, Tony the Tiger® and Toucan Sam®, to its athlete roster in Canada. 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 game time GR-R-REAT! and Toucan Sam® will colourfully remind them to make time for fun, adventure, and celebration along the way.

“With our headquarters in Oakville, Ontario, we couldn’t be more excited to bring our newest innovation for Six Star® home,” 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® has allowed us to champion delicious, affordable, and accessible nutrition to athletes of all ages and their families. We are thrilled to bring two iconic cereal flavours – Kellogg’s Frosted Flakes®and Kellogg’s Froot Loops® — into the world of sports nutrition here in Canada.”

The Six Star® and Kellogg’s® cereal 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 athlete partnerships, experiential marketing activations, and paid media advertising across print, digital, mobile, and social platforms.

This deal was brokered by Beanstalk, WK Kellogg Co’s global licensing agency for food and beverage.