Best Cereal has teamed up with Netflix to launch a limited-edition variant themed around the release of Squid Game 2.
Honeycomb Crisp (rsp: £3.50/425g) was inspired by Squid Game’s “infamous” dalgona cookie challenge, in which contestants must carve a design into a cookie without breaking it, or be killed.
Best Cereal, which is the brainchild of YouTube collective The Sidemen, has also rolled out an on-pack promotion, offering shoppers who purchase Honeycomb Crunch the chance to win £4,560.
The limited-edition launch was teased on social media last month, with Best Cereal asking shoppers, “Are you ready to play?”
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Best released a limited run of boxes via its website in mid-December, which quickly sold out. It will hit Morrisons shelves on 20 January.
The cereal was already “generating a buzz online, with fans loving this playful twist on this sweet treat”, said The Sidemen’s manager, Jordan Schwarzenberger.
“We’re so proud to partner with Netflix on this limited-edition product, and to bring the creativity and thrill of the series to breakfast tables across the nation.”
The Sidemen’s Tobi Brown (also known as TBJZL) added: “Less than 12 months since launching Best Cereal, this partnership with Netflix’s Squid Game shows how far the brand has come.”
Best Cereal made its grocery debut last March, via an exclusive tie-up with Tesco. The brand snagged Iceland and Morrisons listings in June, helping it sell 1,000,000 units in its first six months.
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