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CHICAGO General Mills is unveiling new packaging for Honey Nut Cheerios featuring the image of Bill Lester, who the company said is the first African American Nascar driver and first driver from the Nascar Craftsman Truck Series to appear on his own cereal box.
The special-edition, 14-ounce Honey Nut Cheerios packages will hit grocery stores, primarily in the Southeastern U.S., in the next two weeks.
The Minneapolis-based cereal company did not disclose marketing support. The package is part of an endorsement partnership between Honey Nut Cheerios and Lester that was revealed in March.
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