The age-old adage of the catchphrase “Crazy for Cocoa Puffs” cereal took on a whole new meaning earlier this year.
During the height of a pandemic that shuttered thousands of businesses—entrepreneur ic King launched the country’s first African-American-owned cereal company from his Connecticut home.
King is the Legacy Cereal Company owner’s owner—Proud Puff Cereal, a vegan-friendly, gluten-free chocolate-flavored cereal. Emblazoned on the front of the boxes are PROUD PUFFS words with two clenched black fists prominently featured. With both contemporary and historical characters featured on the cereal boxes, King presents a positive image of African American families and culture.
Inspired, at least in part to the international outrage surrounding the murder of George Floyd by a Minneapolis police officer in May 2020—King set his entrepreneurial endeavor in motion.
“I was sitting up in my bed and pulled out my phone and scrolling in my phone seeing all these scens from Minneapolis,” King said in an interview featured earlier this year in Black Enterprise magazine earlier this year. He searched online for a Black-owned cereal company and discovered there were none. “There were no minorities that occupied this space, which also ties into another big point for me about the lack of representation.” After the perceived negative representation of African Americans on American products—most notably Uncle Ben’s Rice, Aunt Jemima Pancakes, and Mrs. Butterworth Syrup, forced manufacturers to update their branding and marketing strategies. King said, “Something new and relevant was well overdue, especially a product that we own,” King said.
Lastly, many laud King as an inspiration to thousands of current and future entrepreneurs. His business is booming. Orders for his product and brand recognition continue to increase. He has more than 5,000 followers on Instagram. “The vision for Legacy Cereal
Company is not only to be a leading cereal brand with high nutritional value, but also an incubator and accelerator program for future Black, Indigenous and People of Color consumer packaged goods founders,” he said. To place an order for Power Puffs, visit the Legacy Cereal Company web site at https://www.ProudPuffCereal.Com