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Hy-Vee Partners with Minnesota Vikings' Adam Thielen to Launch Cereal Benefitting Youth Organizations in the Twin Cities

August 12, 2022 | News & Press Releases

WEST DES MOINES, Iowa (Aug. 12, 2022) — Minnesota Vikings fans can now enjoy breakfast with wide receiver Adam Thielen. Hy-Vee, Inc. announces today that its exclusive new cereal created in partnership with Thielen and the Thielen Foundation will begin appearing on store shelves across the state of Minnesota beginning Saturday, Aug. 13.

The cereal — Thielen’s First Down Flakes — will be available in select Hy-Vee stores throughout Minnesota and only for a limited time while supplies last.

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, underserved youth and youth sports organizations to keep kids active and healthy. 

“Adam Thielen’s dedication to creating a positive future for so many Twin Cities-area youth is why we are excited to partner with him and the Thielen Foundation to launch this new cereal,” said Matt Nickell, vice president, sports marketing for Hy-Vee. 

“My wife and I appreciate the partnership that Hy-Vee has extended to us in supporting Thielen Foundation,” said Adam Thielen, wide receiver for the Minnesota Vikings. “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.”


Hy-Vee, Inc. is an employee-owned corporation operating more than 285 retail stores across eight Midwestern states with sales of more than $12 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 80,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit