Jason Kelce hits back at those who claim his new cereal company is “destroying children’s health”

Jason Kelce has responded to criticism over his new breakfast cereal with his brother Travis Kelce, amid concerns that the product poses a health risk to children.

The former NFL star, 36, and the Kansas City Chiefs tight end, 34, recently announced the launch of their new cereal, called “Kelce Mix,” in partnership with General Mills. The new product, which hits stores in September, will combine the Ohio natives' favorite cereal brands — Reese's Puffs, Cinnamon Toast Crunch and Lucky Charms — into one bowl.

After the Today As the network’s TV show The Hollywood Reporter released a clip about its new cereal “Kelce Mix,” Calley Means, co-founder of health payments company TrueMed, expressed his disapproval of the product’s launch. “Athletes should stop endorsing foods that destroy children’s metabolic health,” Means said in a post shared on X, formerly Twitter, on July 26. “Some things are more important than money.”

Just hours later, Jason responded to Means telling her how he grew up as a “perfectly healthy and fit kid” who ate the most popular cereal brands for breakfast. “I grew up with these products Calley and I was a perfectly healthy and fit kid because I enjoyed them in moderation and on the go for fast food when my parents didn't have time to cook,” he replied on X.

“I appreciate that they are spreading the word about what is healthy for people and children, and I take the obesity epidemic seriously as a country and for children, but there is also a place for eating cereal, ice cream and candy in the right amounts along with a healthy lifestyle,” Jason added.

Last week, the Kelce brothers announced their new cereal “Kelce Mix” in a General Mills press release. The food conglomerate shared a photo from the “Kelce Mix” box, which shows the couple smiling with Travis’ arm around his brother’s shoulder. In addition to the new mix, customers will be offered four limited-edition boxes of Honey Nut Cheerios, Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs featuring the brand’s “Kelces’ Pick” logo.

In the press release, Travis noted that he and his brother would devour several boxes of cereal in a week. “As kids, we would consume two to three boxes of our favorite cereals per week, so being able to partner with General Mills now is a milestone moment for us,” he said.

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While some fans online were skeptical of the Kelce brothers' cereal-making, Jason is known for taking things seriously when it comes to his health. In fact, the father of three revealed that he has lost 20 pounds since retiring from the NFL last March.

In an interview with GQ In an article published in June, the former Philadelphia Eagles player said he is “down almost 20 pounds right now” and that his goal is to lose another 20 pounds. Kelce also revealed that he weighed 295 pounds for most of his NFL career.

“It's hard to imagine losing another 20 kilos, to be honest,” Jason said. “But my back feels better already. My knees feel better already.”

Jason, who has two daughters, Wyatt, four, Elliotte, three, and Bennett, one, with wife Kylie Kelce, admitted that he hopes his current health journey will make him “more fit to play with my kids.” Despite retiring from football with a few surgeries and “scars” under his belt, the New Heights The podcast host said it was all worth it to be able to “play with my kids.”

“I can still fully enjoy life, which I consider a blessing regardless of whether you played in the NFL or not,” he added.