Partnership will put CFL stars on cereal boxes and supports youth breakfast clubs in Canada

WINNIPEG - Post Consumer Brands is partnering with the Canadian Football League to deliver more than 300,000 bowls of cereal to youth across Canada.

And it’s going to showcase Canadian Football League stars on one million cereal boxes.

The initiatives – designed to fuel and inspire our young athletes and future stars– are just part of the new three-year partnership announced today in Winnipeg.

Post Consumer Brands will donate 103,000 bowls of cereal this year to breakfast programs in Manitoba to celebrate the playing of the 103rd Grey Cup presented by Shaw this Sunday in Winnipeg.

Post Consumer Brands will also mark the 104th Grey Cup presented by Shaw in Toronto next year by donating another 104,000 bowls of cereal to Breakfast Clubs of Canada, as well as another 105,000 bowls to mark the Grey Cup in 2017.

To celebrate the CFL, many of the league’s stars will be featured on approximately one million boxes of some of Canada’s favourite cereals, including Shreddies, Honey Bunches of Oats, and Honeycomb, starting next July as the 2016 CFL season kicks off.

To mark the partnership, Winnipeg Blue Bombers star quarterback Drew Willy visited the College Louis-Riel breakfast club here this morning to deliver 300 boxes of Post Consumer Brands cereal.


“Care and respect are values Post Consumer Brands shares with the CFL. We couldn’t be happier to partner with Post and help kids start every morning ready to learn and give their all at school, at practice, and in the game – just like their favourite players on the front of the box.”

- Jeffrey L. Orridge, CFL Commissioner

“Whether it’s preparing for the school day or getting ready for a practice or game, breakfast is a big part of the day. Teaming up with the CFL is an important part of Post’s commitment to communities, and this partnership will help give kids the fuel to perform at their best.”

- Jennifer Hutchinson, General Manager, Post Foods

“It’s fun and humbling to see your picture on a cereal box. But it’s far more important to know that you’re helping kids in your community enjoy breakfast so they can take on their day.”

- Drew Willy, Quarterback, Winnipeg Blue Bombers

“We are excited that the CFL and Post Consumer Brands have joined together in the fight against student hunger. As a community we need to show our children that the way to success in life begins through having success in school. Starting their day in a safe, inclusive environment with a nourishing meal is an important part of that success equation. As supporters of student nutritional programs, the CFL and Post Consumer Brands have shown children they care, will help them grow in their self-esteem and self-confidence, and send them on a brighter path to their future.”

- Don Inouye, Senior Advisor, National Business Development, Breakfast Club of Canada

About Post Consumer Brands

Post Consumer Brands is the manufacturer of iconic ready-to-eat cereal brands including Shreddies, Honeycomb, Sugar Crisp, Alpha-Bits, Shredded Wheat, Great Grains, Honey Bunches of Oats and other great tasting cereals. For more information, please visit

About Breakfast Club of Canada

For 20 years, Breakfast Club of Canada has been nourishing children’s potential by making sure as many of them as possible have access to a healthy morning meal before school, in an environment that allows their self-esteem to grow and flourish. But the Club is much more than a breakfast program: we take a broader approach that promotes the core values of engagement, enrichment and empowerment, and we team up with communities and local partners to develop solutions adapted to their specific needs. Operating from coast to coast, the Breakfast Club of Canada helps feed 150,000 students every day in 1,328 schools

Paulo Senra

Director, Communications, Canadian Football League

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About the Canadian Football League

Built on a foundation of more than 110 years of football tradition and history, the Canadian Football League features nine teams, millions of fans and a commitment to service to the community, as well as, elite sport. To stay up to date with CFL news, visit


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