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:

  • Blockworks Daily: The newsletter that helps thousands of investors understand crypto and the markets, by Byron Gilliam.
  • Empire: Start your morning with the top news and analysis to inform your day in crypto.
  • Forward Guidance: Reporting and analysis on the growing intersection of crypto and macroeconomics, policy and finance.
  • 0xResearch: Alpha directly in your inbox. Market highlights, data, degen trade ideas, governance updates, token performance and more.
  • Lightspeed: Built for Solana investors, developers and community members. The latest from one of crypto’s hottest networks.
  • The Drop: For crypto collectors and traders, covering apps, games, memes and more.
Tags

Upcoming Events

Industry City | Brooklyn, NY

TUES - THURS, JUNE 24 - 26, 2025

Permissionless IV serves as the definitive gathering for crypto’s technical founders, developers, and builders to come together and create the future.If you’re ready to shape the future of crypto, Permissionless IV is where it happens.

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

Research Report Templates (5).png

Research

Outside of stablecoins, the value of tokenized assets sits below $20B, dominated by the following asset classes: private credit, US Treasuries, commodities, institutional alternative funds, stocks, non-US government debt, and corporate bonds. In the coming months, we see the greatest opportunities in the tokenization of illiquid markets, particularly private equity. However, the successful integration of offchain assets into blockchain ecosystems relies heavily on clear and consistent regulatory frameworks, with purpose-built infrastructure to support it.

article-image

Coinbase Asset Management and One River CEO Eric Peters explains why crypto’s not yet focused on fundamentals

article-image

Over the past 24 hours, PumpSwap’s largest liquidity pool by volume contains tokens with the tickers DOGEMOON and ballscoin

article-image

10T Holdings’ Dan Tapiero predicts crypto listings on exchanges are a “mini step” for value moving onchain

article-image

The S&P 500 was mostly flat after a month of losses, and the Nasdaq has been slowly gaining

article-image

Movement Labs is once again at the core of some criticism after it declined to name a market maker offboarded by Binance

article-image

Experts discuss the future of crypto ETFs as Trump puts “money where his mouth is”