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Josh Allen cereal sales robust through strong start to the season

Josh Allen cereal sales robust through strong start to the season

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Josh Allen's cereal is, as with pretty much everything else connected with the Buffalo Bills quarterback, a red hot item.

"Josh's Jaqs" are flying off grocery store shelves, according to Ty Ballou, president and chief executive officer of Public Label Brands, the Pittsburgh-based company that specializes in food items branded by pro athletes.

Allen has designated 17% of the proceeds to Buffalo's Oishei Children's Hospital.

Ballou, whose company produced "Flutie Flakes" when Doug Flutie was with the Bills, told The Buffalo News on Wednesday that, within the last week or so, 75,000 boxes of the cereal were shipped to about 60 Wegmans stores, including locations in North Carolina. Ballou said sales are "on the same trajectory" as those for "Mahomes Magic Crunch," named after Kansas City Chiefs quarterback Patrick Mahomes.

Ballou said 300,000 boxes of Mahomes' cereal were shipped to 35 stores in 12 weeks.

"I can't say (Allen's cereal) is going to get there," Ballou said by phone. "But it is starting out exactly the way Mahomes' did."

Allen said he didn't initiate the idea of having a cereal named after him.

"It's something that was just kind of brought to my attention," he said in a video call with reporters Wednesday. "It wasn't something that I was looking to do, but it's just a cool opportunity. The name was kind of an ode to 'Flutie Flakes,' Josh's Jaqs. I love the alliteration ... it's just really cool.

"As a kid, that's something that you kind of dream of is being an athlete and being on a cereal box. It's something that people get and they start their day and they look at me on a cereal box. It's definitely weird, but it's a cool thing and something to cross off the bucket list."

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Sports Reporter/Columnist

This is my 5th decade of NFL coverage. I'm a co-host on SiriusXM NFL Radio & a Pro Football HOF selector. I've authored 10 books about football (including multiple NY Times best-sellers). I'm a past president of the Pro Football Writers of America.

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