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Food Writer Emily Elyse Miller Launches “Socially Responsible” Cereal Brand OffLimits

July 7, 2020: 12:00 AM EST
New York-based Miller, author of “Breakfast: The Cookbook,” is on a mission to take down the sexist “patriarchy” that dominates the breakfast cereal industry. That includes the slew of male cereal mascots like Tony the Tiger, the Lucky Charms leprechaun, Count Chocula, and Trix’s Silly Rabbit. Launching in two flavors (coffee & cocoa and vanilla & pandan), Dash and Zombie are represented by two “emotionally unstable cartoon characters” named Dash (a female) and Zombie. Miller says she is also reinventing the concept of cereal box toys, with “a gamified, arcade-style experience where consumers can redeem points collected from cereal purchases for unique merchandise.” [Image Credit: © Offlimits]
Melissa Kravitz Hoeffner, "OffLimits Launches With American Cereal’s First Female Character", Forbes.com, July 07, 2020, © Forbes Media LLC
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