The bold, new collab blends GloRilla’s signature sound with the irresistible flavor of Reese’s Puffs, creating the ultimate late-night pairing, complete with a limited-edition Reese’s Puffs x GloRilla cereal box.
MINNEAPOLIS - Reese’s Puffs cereal, the beloved brand with deep ties to music, entertainment and fan-fueled moments, is taking the mic to announce a new partnership with multi-platinum powerhouse GloRilla. With her signature sound, GloRilla is bringing after hours energy and a bold vibe to a remix of the Reese’s Puffs iconic “Eat ’Em Up” rap, dropping at midnight on June 26, via CMG/Interscope Records.
Since hitting the airwaves in 2009, the rap has become one of the most recognizable cereal anthems of this generation. Now, thanks to its new ‘Glo-Up,’ fans can immerse themselves in the ultimate late-night sensory journey, where electrifying beats complement the distinct crunch of Reese’s Puffs, creating an unmatched and unapologetically indulgent listening experience.
“I grew up with the Reese’s Puffs ‘Eat ’Em Up’ rap, so getting to put my own spin on it is a full-circle moment for me,” said GloRilla. “I wanted to keep that nostalgia people connect with but give it a genuine ‘Glo-Up.’ So, I mixed in my Memphis energy and made it something that hits just right after dark, like the indulgent combination of peanut butter and chocolate in Reese’s Puffs cereal.”
Reese’s Puffs cereal and GloRilla teamed up with Lyrical Lemonade to ground the remix in today’s music culture, tapping the collective’s credibility and track record of turning artist collaborations into standout visual moments. Directed by Ari Mairena-Dannon (AMD), the video brings GloRilla’s unmistakable energy to transform “Eat ’Em Up” into a music release that packs nostalgia, playful indulgence and peanut butter-chocolatey goodness that today's fans will eat up.
“Reese’s Puffs has been part of entertainment culture for decades, and we’ve seen how our fans already incorporate the cereal into their late-night routines,” said Megan Brooks, Business Unit Director for Reese’s Puffs at General Mills. “Our collaboration with GloRilla allowed us to celebrate that shared nighttime experience through a re-imagination of the beloved “Eat ‘Em Up” rap, while also connecting us to a new generation of Reese’s Puffs fans.”
In addition to the track and music video, fans can score a limited-edition Reese’s Puffs x GloRilla cereal box, available online at ReesesPuffs.com for $19.99 beginning at 1 p.m. ET on June 29, while supplies last. Featuring custom design details inspired by the collaboration, the box serves up a bold, new way for cereal lovers to pair the beats with a bowl of Reese’s Puffs.
Fans can stream GloRilla’s Reese’s Puffs “Eat ’Em Up” remix on all major platforms, including Spotify and Apple Music, and watch the music video on the Reese’s Puffs YouTube channel (@ReesesPuffCereal) starting at midnight on Friday, June 26. For more, visit ReesesPuffs.com and @reesespuffs on social.
General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Totino’s, Annie’s, Wanchai Ferry and more. General Mills generated fiscal 2025 net sales of U.S. $19 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion.
REESE’S and Reese’s Puffs trademarks, trade dress, REESE’S Orange Color and Crown Design are used under license.
The world got its first taste of the multi-platinum recording artist GloRilla with her breakout single "FNF (Let's Go)” in 2022, which sparked the viral #FNFChallenge and paved the way for the rising star to sign with Yo Gotti's prestigious CMG record label in partnership with Interscope Records. The Memphis native’s 2024 rap domination kicked off when she released four Hot 100 top 30 hit songs, including "Yeah Glo!," "WHATCHU KNO ABOUT ME," "TGIF," and "Wanna Be." Along with amassing the highest opening week for a female rapper on the Billboard 200 with her acclaimed debut album GLORIOUS earning a career-best 69,000 units, Big Glo became the first female rapper to have multiple projects, Ehhthang Ehhthang and GLORIOUS, sell over 500,000 units in 2024.
GloRilla has received multiple GRAMMY nominations, including Best Rap Performance in 2022 with "F.N.F. (Let's Go)" and in 2024 with "Yeah Glo!.” She has earned several nominations and awards from BET, Billboard, BMI, iHeartRadio, MTV and more. Billboard crowned her the “Hottest Female Rapper of 2024." This year GloRilla received the Powerhouse Award at Billboard Women's In Music event. She also took home the BMI Impact Award for her groundbreaking artistry, and influence on the future of music. GloRilla became the youngest female artist to receive Songwriter of the Year at the BMI R&B/Hip-Hop Awards, further cementing her status as one of the premier artists of today. In 2025, GloRilla was the Top Female Rap Artist for Billboard's year-end chart.
General Mills Communications
763-764-6364
media.line@genmills.com
Edelman
Lisette Rodriguez
Lisette.rodriguez@edelman.com
