Lead singer Tim Burgess of the British rock band The Charlatans recently tweeted that he wanted to have his own cereal. Cereal giant Kellogg’s UK saw his post on Twitter and created a one-off rocky road type cereal called Totes Amazeballs just for him.
From a Kellogg’s UK press release dated February 23, 2012:
Tim Burgess is a huge fan of Kellogg’s. So when he contacted us and told us his idea for a rocky road cereal, we just knew we had to make it for him. We created a one-off box especially for Tim using Kellogg’s Coco Pops Rocks, marshmallow, shortbread pieces and raisins.
We named it Totes Amazeballs as Tim said it will be ‘totally amazing’ if Kellogg’s could make something for him.
This isn’t the first time Kellogg’s has created a one-off cereal. We produced Calvin Flakes for hit UK DJ Calvin Harris.
The Daily Mail reports that the custom cereal trend started in 2010 and that several cereals have been created for various personalities.
The customised cereal trend began with the England team in 2010, who ordered hefty amounts of Kellogg’s to fuel them through the World Cup tournament in South Africa.
They may have been vilified for their performance on the field, but at least they could comfort themselves with a tailor-made brekkie – including Rio Cicles for Rio Ferdinand, Crunchy Nut Crouch for Peter Crouch and Kai Kai Pops for Wayne Rooney – an edible tribute to his son Kai.