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

article-image

Sergio Rojo/Shutterstock modified by Blockworks

share

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.”


Get the news in your inbox. Explore Blockworks newsletters:

Tags

Decoding crypto and the markets. Daily, with Byron Gilliam.

Upcoming Events

Javits Center North | 445 11th Ave

Tues - Thurs, March 24 - 26, 2026

Blockworks’ Digital Asset Summit (DAS) will feature conversations between the builders, allocators, and legislators who will shape the trajectory of the digital asset ecosystem in the US and abroad.

Old Billingsgate

Mon - Wed, October 13 - 15, 2025

Blockworks’ Digital Asset Summit (DAS) will feature conversations between the builders, allocators, and legislators who will shape the trajectory of the digital asset ecosystem in the US and abroad.

recent research

Unlocked by Template (1).jpg

Research

As AI supercharges surveillance, privacy becomes a prerequisite and the winning stack will combine confidentiality with selective disclosure. Zcash’s Tachyon, composable standards on Ethereum/Solana, and compliance-aware pools aim to make private rails the new norm.

article-image

Staking levels in the ether funds will depend on protocol unstaking queue times and anticipated redemption activity, firm says

article-image

ETF inflows, miner strength, and tightening supply drive Bitcoin past its prior peak amid renewed demand for scarce assets

by Blockworks /
article-image

The Guidestar team, led by Alex Nezlobin, will join Uniswap Labs to enhance automated market maker design and smart order routing

by Blockworks /
article-image

Zac Prince spearheads Galaxy’s push into consumer banking with high-yield cash, crypto, and stock trading features

by Blockworks /
article-image

Swiss regulator Gespa is assessing whether FIFA’s tokenized ticket sales for the 2026 World Cup violate gambling laws

by Blockworks /