MINNEAPOLIS–(COMMERCIAL WIRE)–REESE’S PUFFS is taking fans beyond the cereal bowl and reinventing the future of breakfast, in the metaverse and real life, in collaboration with contemporary designer, Yoon Ahn and his brand, AMBUSH®. The partnership, which first debuted last month with a REESE’S PUFFS-designed cereal box, is now expanding into an immersive breakfast experience created exclusively for REESE’S PUFFS fans.
As of today, reservations are available for The next dimension of breakfast — a futuristic restaurant destination where food and fashion collide, open only Wednesday, November 16 in New York City. Guests will have the opportunity to taste, touch and see the future of breakfast in a chrome-filled REESE’S PUFFS experience where they can preview the full REESE’S PUFFS x AMBUSH.® collaboration before it is available to the public.
“From where you eat your bowl of cereal to what you eat it, the future of breakfast knows no bounds,” said Mindy Murray, senior manager of marketing communications for General Mills. “There is no one better to bring this futuristic look to life than Yoon Ahn.”
On Thursday, November 17, fans across the United States can purchase the exclusive design CHROME POUFaccess the first interactive breakfastverse experience, and score a REESE’S PUFFS collectible cereal boxall inside REESE’S PUFFS x AMBUSH® collaboration:
- The next dimension of breakfast: Be the first to preview CHROME PUFF and get early access to the Breakfastverse at this futuristic restaurant experience in New York City on Wednesday, November 16. Reservations are on a first-come, first-served basis at OpenTable.com and include many REESE’S PUFFS.
- THE CHROME PUFF: Intrepid cereal lovers can get their hands on the AMBUSH-inspired fashion accessory, an expertly crafted cereal bowl.®Metallic and modern aesthetic. The CHROME PUFF is the only future-proof breakfast accessory with a collapsible chrome spoon, allowing you to bring its most elegant version to the breakfast table or wherever the morning takes you. This stylish bag is available in limited quantity at shop.reesespuffs.com for $149.99.
- The breakfast verse: Navigate a REESE’S PUFFS-inspired metaverse that captures Yoon Ahn’s avant-garde style in an interactive online experience built to explore over breakfast. Participants who navigate through the Breakfastverse and reach the ‘Chrome Throne’ will be entered into a drawing for a chance to win their very own CHROME PUFF or collectible REESE’S PUFFS cereal box.
- Collectible REESE’S PUFFS Cereal Boxes: The original REESE’S PUFFS x AMBUSH® the designed cereal box is available at retailers nationwide right now for $5.24 and, starting November 17, a chrome-inspired REESE’S PUFFS x AMBUSH for collectors® The 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.
REESE’S PUFFS x AMBUSH® The collection builds on the innovative partnerships that REESE’S PUFFS has become known for cultivating, from music to art and now fashion, harnessing new experiences and creating coveted accessories, sure to please its biggest fans.
“I’ve always been a huge fan of REESE’S PUFFS, so having the opportunity to think about what the future of breakfast could look like alongside an iconic brand was a dream come true,” said Ahn. “CROME PUFF is our version of breakfast on the go in the most modern way. The metaverse called the ‘Breakfastverse’ that we built together is playtime for the inner children in all of us. You can enjoy it alone as well as with family and friends. It will be a surreal experience that I think everyone will love.”
For more information on REESE’S PUFFS x AMBUSH® collaboration, visit www.reesespuffs.world or follow @reesespuffs on TwitterInstagram, Facebook and TikTok.
About General Mills
General Mills makes the food the world loves. The company is guided by its Accelerate strategy to create shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale and positioning forever. Its portfolio of beloved brands includes familiar names like 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 $19 billion. In addition, the company’s share of net sales from unconsolidated joint ventures was $1.1 billion.
AMBUSH® began as an experimental jewelry line: innovative pop art-inspired designs that capture a distinctive Tokyo aesthetic. With garments created as a canvas to complete the story, AMBUSH® evolved towards the design of unisex collections. The brand made its debut in Paris in 2015 and in 2022, AMBUSH® presented the brand’s first catwalk at Milan Fashion Week. AMBUSH® is pushing the boundaries as a web3 fashion brand with the introduction of its POW!® REBOOT NFT collection in February 2022 and the launch of its proprietary SILVER FCTRY metaverse.