MINNEAPOLIS, MN — REESE’S PUFFS is taking fans beyond the cereal bowl and reimagining the future of breakfast — in the metaverse, and in real life — in collaboration with contemporary designer, Yoon Ahn and her brand, AMBUSH. The partnership, which first debuted last month with a designed REESE’S PUFFS cereal box, is now expanding into an immersive breakfast experience created exclusively for REESE’S PUFFS fans.
Starting today, reservations are available to The Next Breakfast Dimension — a futuristic diner destination where food and fashion collide, open only on Wednesday, Nov. 16 in New York City. Guests will have the chance to taste, touch and see the future of breakfast in a chrome-filled REESE’S PUFFS experience where they can preview the entire REESE’S PUFFS x AMBUSH collaboration before it’s available to the public.
“From where you eat your bowl of cereal to what you eat it out of – the future of breakfast has no limits,” said Mindy Murray, Senior Marketing Communication Manager at General Mills. “There is no one better to bring this futuristic look to life than Yoon Ahn.”
On Thursday, Nov. 17, fans everywhere in the United States can purchase the exclusively designed CHROME PUFF, gain access to the first interactive Breakfastverse experience, and score a Collectible REESE’S PUFFS Cereal Box, all within the REESE’S PUFFS x AMBUSH collaboration:
- The Next Breakfast Dimension: Be the first to preview the CHROME PUFF and gain early access to the Breakfastverse at this futuristic diner experience in New York City on Wednesday, Nov. 16. Reservations are first-come, first-serve at OpenTable.com and include plenty of REESE’S PUFFS.
- The CHROME PUFF: Intrepid cereal lovers can get their hands on the expertly crafted, cereal-bowl-turned-fashion accessory inspired by AMBUSH’s metallic and modern aesthetic. The CHROME PUFF is the only accessory fit for the future of breakfast with a foldable chrome spoon, allowing you to bring your most fashionable self to the breakfast table, or wherever your morning takes you. This chic bag is available in a limited quantity at shop.reesespuffs.com for $149.99.
- The Breakfastverse: Navigate a REESE’S PUFFS-inspired metaverse that captures the cutting-edge style of Yoon Ahn in an interactive online experience created to explore while you eat breakfast. Participants who navigate their way through the Breakfastverse and make it to the ‘Chrome Throne’ will be entered into a sweepstakes for a chance to win their own CHROME PUFF or the Collectible REESE’S PUFFS Cereal Box.
- Collectible REESE’S PUFFS Cereal Boxes: The original REESE’S PUFFS x AMBUSH designed cereal box is available at retailers nationwide right now for $5.24 and starting November 17 a collector’s chrome-inspired REESE’S PUFFS x AMBUSH box will be available at shop.reesespuffs.com. From embossed elements to reflective text, the limited-edition box ($49.99) pays homage to the futuristic vibes of the CHROME PUFF.
The REESE’S PUFFS x AMBUSH collection builds on the inventive partnerships REESE’S PUFFS has become known for cultivating — from music to art and now fashion — tapping into new experiences and creating covetable accessories, sure to please its biggest fans.
“I’ve always been a huge REESE’S PUFFS fan so getting the chance to think about what the future of breakfast could look like alongside an iconic brand was a dream come true,” Ahn said. “The CHROME PUFF is our take on breakfast on-the-go in the most fashionable way. The metaverse called 'Breakfastverse' we built together is playtime for the inner children in all of us. You can enjoy it by yourself as well as with family and friends. It’s going to be a surreal experience that I think everyone will love.”
About General Mills
General Mills makes food the world loves. The company is guided by its Accelerate strategy to drive shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale and standing for good. Its portfolio of beloved brands includes household names such as Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Annie’s, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2022 net sales of U.S. $19.0 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1.1 billion.
AMBUSH began as an experimental jewelry line – innovative pop art-inspired designs capturing a distinct Tokyo aesthetic. With apparel created as a canvas to complete the story, AMBUSH evolved into designing unisex collections. The brand made its Paris debut in 2015 and in 2022, AMBUSH® presented the brand’s first runway at Milan Fashion Week. AMBUSH is pushing boundaries as a fashion brand in web3 with the introduction of its POW!® REBOOT NFT collection in February 2022 and the launch of its proprietary metaverse SILVER FCTRY.
General Mills Communications