Cereal giant Kellogg’s is making moves to enter the metaverse and non-fungible token (NFT) space with its popular snack and breakfast food brands.
The company recently filed 12 trademark applications with the United States Patent and Trademark Office (USPTO) outlining its plans for the virtual realm.
The applications, submitted on May 24, 2023, indicate Kellogg’s intention to offer avatars, NFT-authenticated images, virtual environments, crypto collectibles, virtual food products, and even virtual reality gaming experiences.
Among the brands mentioned in the applications are Kellogg’s itself, as well as Pringles, Pop-Tarts, and Krave.
News of Kellogg’s foray into the metaverse and NFTs was initially shared by Michael Kondoudis, a trademark attorney specializing in Web3-related filings, via Twitter.
This move by Kellogg’s follows similar steps taken by other snack brands looking to establish a presence in the Web3 space.
In June 2022, Mars, the company behind SNICKERS and M&M’s, filed trademark applications for NFTs and virtual products. Additionally, in March, UTZ filed trademark applications for “UTZ” and “UTZ SNACKS,” signaling its intention to venture into the metaverse with virtual snack offerings.
