Kellogg’s Could Jump Into the Metaverse: 12 Trademark Filings Reveal NFT Interest

Consumers could be seeing Cheez-It or Frosted Flakes NFTs in the future


Sergio Rojo/Shutterstock modified by Blockworks


Kellogg’s has filed a dozen trademarks for its various brands, with documents showing that the American cereal giant has plans to create NFTs with its intellectual property. 

Twelve Kellogg’s brands each had separate filings sent to the US Patent and Trademark Office (USPTO) dated May 24, 2023. They include:

  • Froot Loops
  • Special K
  • Kellogg’s
  • Pop-Tarts
  • Cheez-It
  • Rice Krispies
  • Krave
  • Eggo
  • Mini Wheats
  • Bear Naked
  • Frosted Flakes
  • Pringles

Each filing has the same parameters for what Kellogg’s plans to do with the trademarks. Under the goods and services section of the filings, Kellogg’s mentions using their food products in “online virtual worlds” and that their various cereals, breakfast bars and snacks will be made into NFTs. 

It’s important to note that these trademarks, though filed, do not guarantee that Kellogg’s will ever launch NFT or metaverse-related assets featuring their food products. All it means currently is that Kellogg’s has essentially called dibs, opening up the potential for the company to do whatever it wants with its intellectual property within the Web3 realm going forward. 

Blockworks reached out to Kellogg’s for more specifics on possible NFT drops but did not receive an immediate response. 

Other companies have also filed trademark applications claiming that NFTs or the metaverse could be a part of their business going forward.

Mercedes Benz is one, having filed five metaverse and NFT-related trademarks with the USPTO in December 2022. Fidelity is another company that revealed metaverse plans in December last year. The asset manager filed three patent applications for investment services and financial planning across “virtual worlds.”

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