Jason Kelce, the retired NFL star, is under fire for his new endorsement deal with General Mills.
The controversy kicked off after Kelce, alongside his brother Travis, announced their collaboration with General Mills to launch the “Kelce Mix” cereal. This new cereal combines favorites like Reese’s Puffs, Cinnamon Toast Crunch, and Lucky Charms. The brothers shared nostalgic stories about their cereal-loving childhood, calling it a “full circle moment.” However, the deal quickly drew criticism from health advocates.
The main issue is that Jason Kelce had previously criticized sugary cereals like Reese’s Puffs, suggesting they’re basically candy for breakfast. His new endorsement seems at odds with this stance, leading many to question whether athletes should promote products that might negatively impact children’s health.
One vocal critic, Calley Means, a health advocate and critic of misleading food marketing, expressed disappointment. He argued that promoting high-sugar cereals exacerbates childhood obesity, suggesting that financial gains shouldn’t come at the expense of public health. Means emphasized that athletes should avoid endorsing products that harm children’s health, stating, “Athletes should stop sponsoring food that destroys kids’ metabolic health. Some things are more important than money.”
In defense, Jason Kelce took to X (formerly Twitter) to explain his choice. He pointed out that he grew up eating these cereals and managed to stay healthy. Kelce argued that he supports a balanced diet and responsible parenting, noting that he allows his children to occasionally enjoy such cereals and processed foods while emphasizing the importance of fruits, vegetables, and other healthy options. He questioned Means, asking if he completely avoids processed foods and treats like ice cream and candy with his own children.
Means acknowledged Kelce’s response but maintained his concerns about rising childhood obesity and diabetes. He expressed hope for future collaboration or dialogue to tackle these health issues.
On social media, reactions to Kelce’s endorsement deal were mixed. Many users criticized him for seeming to prioritize financial gain over promoting healthy habits. One user sarcastically suggested that parents should be more discerning about choosing role models for their children, hinting that the influence of sports figures on kids’ eating habits might be overblown. Others strongly disapproved of the Kelce brothers’ decision.
While this cereal endorsement might seem like a minor issue, it highlights important questions about celebrity endorsements and our complex relationship with sugary cereals.
