MINNEAPOLIS (KDLM) – Detroit Lakes native and Minnesota Viking wide receiver Adam Thielen has teamed up with Hy-Vee for an exclusive new cereal created in partnership with Thielen and the Thielen Foundation.
Thielen’s First Down Flakes are available in select Hy-Vee stores throughout Minnesota this month.
This limited-edition collector’s product is expected to raise $8,500 for the Thielen Foundation. The Foundation plans to donate the proceeds to organizations that support Twin Cities’ youth with behavioral health challenges, under served youth and youth sports organizations to keep kids active and healthy.
“My wife and I appreciate the partnership that Hy-Vee has extended to us in supporting Thielen Foundation,” said Adam Thielen. “We have a passion for giving back to youth, as does Hy-Vee, and these proceeds will assist us in creating programs and opportunities to help kids reach their full potential in our Midwest community.”
The cereal began hitting store shelves on Aug. 13 and will be available for a limited time while supplies last.