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Hy-Vee Launches Limited-Edition Cereal That Celebrates Beloved Film “Field of Dreams”

July 30, 2021 | News & Press Releases

WEST DES MOINES, Iowa (July 30, 2021) — Hy-Vee has partnered with PLB Sports and Entertainment and “Field of Dreams” star Dwier Brown to create a limited-edition cereal called Field of Dreams Corn Flakes. The cereal is now available in select Hy-Vee stores across the Midwest.

Field of Dreams Corn Flakes was created to commemorate the upcoming Field of Dreams Game in Dyersville, Iowa, scheduled Aug. 12, 2021. The “Field of Dreams” movie, which starred Dwier Brown as John Kinsella, the father of Kevin Costner's character, Ray Kinsella, was filmed in Dyersville. 

“’Field of Dreams’ is a must-watch movie for baseball fans everywhere, and it’s an important part of Iowa history,” said Tina Potthoff, senior vice president of communications at Hy-Vee. “Hy-Vee is excited to be part of this celebration with Dwier Brown and share the Field of Dreams Corn Flakes with our customers across the Midwest.”

A portion of each cereal box sold will benefit Comfort Zone Camp, a nonprofit bereavement organization that transforms the lives of children who have experienced the death of a parent, sibling or primary caregiver. Comfort Zone Camp was founded in 1988 and has served over 20,000 children since its inception. Comfort Zone continues to empower children experiencing grief to realize their capacity to heal, grow and lead more fulfilling lives.

“’Field of Dreams’ has not only changed my life, but has impacted the lives of so many others,” said actor Dwier Brown. “Over the years, I’ve been fortunate and humbled to hear the stories of loved ones lost and how something as simple as a movie has rekindled memories and joy. Our philanthropic partner, Comfort Zone Camp, works with children who have experienced devastating loss to rebuild trust and hope. Much like the movie, Comfort Zone Camp brings joy to replace pain, and I’m thrilled to be able to support them with this program.”

Dwier Brown will be in Iowa for the Field of Dreams Game on Aug. 12. Brown will sign autographs at the Dodge Street Hy-Vee in Dubuque on Aug. 9 from 5-6 p.m. On Aug. 10, he also will make appearances at the Cedar Falls Hy-Vee from 12-1 p.m. and the Dyersville Dollar Fresh from 5:30-6:30 p.m.


Hy-Vee, Inc. is an employee-owned corporation operating more than 280 retail stores across eight Midwestern states with sales of $11 billion annually. The supermarket chain is synonymous with quality, variety, convenience, healthy lifestyles, culinary expertise and superior customer service. Hy-Vee ranks in the Top 10 Most Trusted Brands and has been named one of America’s Top 5 favorite grocery stores. The company’s more than 86,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit

PLB Sports and Entertainment has created unique brands for athletes and entertainers for over 30 years. Some of PLBSE’s iconic partnerships include Flutie Flakes, Ed McCaffrey's Rocky Mountain Mustard, the late Bob Ross, and the WWE that sold millions of units in major retailers around the USA and Canada. In 2020, PLBSE partnered with Kansas City Quarterback Patrick Mahomes, Pittsburgh Wide Receiver JuJu Smith-Schuster, Minnesota Quarterback Kirk Cousins, Green Bay Running Back Aaron Jones, Buffalo Quarterback Josh Allen, 2020 National Champion LSU Tigers, and Barstool Sports' Pardon My Take. In 2021, PLBSE will be releasing limited-edition products in partnership with Miami Guard Tyler Herro, Cleveland Running Back Nick Chubb, Arizona Wide Receiver DeAndre Hopkins, Chicago safety Eddie Jackson, and other partnerships in the NFL & NHL, along with Universal Studios' Field of Dreams. PLBSE products and information can be found at and on Instagram at @plbse.