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Hy-Vee Partners with Iowa Basketball Star Caitlin Clark to Launch Exclusive Cereal Benefitting Youth in Iowa

Caitlin’s Crunch Time cereal is exclusively available at select Iowa Hy-Vee locations

January 11, 2024 | News & Press Releases

Iowa Hawkeyes women's basketball fans can now enjoy breakfast with National Player of the Year and ESPN’s Midseason Player of the Year, Caitlin Clark. Hy-Vee, Inc. announced that it will offer an exclusive new cereal created in partnership with Clark and the Caitlin Clark Foundation.

Caitlin’s Crunch Time cereal will be available in select Hy-Vee stores throughout Iowa starting today and only for a limited time while supplies last.

In partnership with Hy-Vee, 100% of Caitlin’s proceeds will benefit the Caitlin Clark Foundation.

The foundation’s mission is to uplift and improve the lives of youth and their communities through education, nutrition, and sport—three pillars Clark believes were foundational in her success.

“Caitlin’s impact on and off the court is truly remarkable, making her a positive role model not only for youth but also the community," said Matt Nickell, vice president, sports marketing for Hy-Vee. “This is why Hy-Vee is excited to partner with her and the Caitlin Clark Foundation to launch this new cereal.”

“It’s really exciting to get your own cereal, and even better when it makes an impact on the community,” said Clark. “Hy-Vee has been such a great partner and I am really thankful for their support for the Caitlin Clark Foundation.”


Hy-Vee, Inc. is an employee-owned corporation operating more than 550 business units across eight Midwestern states with sales of more than $13 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 5 Most Trusted Brands and has been named one of America’s Top 3 favorite grocery stores. The company’s more than 75,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit