Kellogg’s Conceives The First Cereal Box To Be Fronted By A Pregnant Woman
Photo 155770296 © Adrianadh | Dreamstime.com
Kellogg’s Special K has scooped up a milestone partnership with celebrity chef and cookbook author Molly Baz to feature her—very pregnant belly and all—on limited-edition packaging. Remarkably, this marks the first time an expectant mother has ever graced the front of a cereal box.
Baz, known for her popular cookbooks and appearances on cooking shows, is no stranger to challenging beauty standards. Just this May, a campaign by lactation cookie company Swehl, which featured her pregnant and in a bikini, sparked a debate after it was banned from being displayed at New York City’s Times Square. The Special K initiative seems to be an extension of this empowering message—a celebration of motherhood and the beauty of pregnancy.
Image via Kellogg Store
The image on the box features Baz, 39 weeks pregnant at the time of shooting, sporting a red bomber jacket with her baby bump proudly on display. It's part of the first installment of Special K’s Special for a Reason campaign, which aims to spotlight various inspiring individuals and share their stories to help them feel seen and celebrated.
Image via Kellogg Store
“I have no idea how I got here; the last month has been a literal blur, but it is without a doubt one of the greatest joys of my career to date to be the first preggo woman ever on a CEREAL BOX!” proclaims Baz, a self-professed “freak for cereal.”
Image via Kellogg Store
As well as easing itself into the cultural conversation, Special K’s move reaches out to the 78% of women who identify as their family’s primary shoppers.
Image via Kellogg Store
Image via Kellogg Store
In addition, the brand is donating US$25,000 to United Way and its work for stronger, healthier communities. The contribution will specifically support the Women United program, which is dedicated to creating a world of opportunity for everyone.
Image via WK Kellogg Co / PR Newswire
The special-edition cereal boxes featuring Molly Baz are available for purchase online, while supplies last.
Image via Kellogg Store
[via Axios and Little Black Book, images via various sources]
