Steelers JuJu Smith-Schuster Launches Cereal Brand

PITTSBURGH, PA — Steelers starting wide receiver JuJu Smith-Schuster already has a prominent presence on social media. Starting Saturday, he also will have one in the cereal aisle at Pittsburgh-area Giant Eagle stores.

The limited-edition Jumpin' JuJu's Crunch was developed in partnership with PLB Sports and Entertainment, the creators of former NFL quarterback Doug Flutie's Fluite Flakes cereal. Smith-Schuster said 100 percent of his profits from cereal sales will go to the JuJu Foundation, a non-profit organization dedicated to supporting youth initiatives and those in need.

"Partnering with PLBSE and Giant Eagle on Jumpin' JuJu's Crunch has been very exciting," Smith-Schuster said in a release. "Growing up, you have this dream of walking down the supermarket and seeing your face on a cereal box. PLBSE and Giant Eagle made that a reality."