Caitlin Clark cereal to be sold throughout Midwest

Caitlin's Crunch Time has been a big hit on secondary market, will be sold at all Hy-Vee stores in Midwest

Cover Image for Caitlin Clark cereal to be sold throughout Midwest
Entering her second WNBA season, Caitlin Clark has become a collectible phenomenon. (Credit: Hy-Vee and Getty Images)

Demand for all things Caitlin Clark shows no signs of slowing down.

More than a year after Hy-Vee began selling Caitlin's Crunch Time cereal at its Iowa grocery stores — and collectors and opportunists promptly flipped the $5 boxes for a 5x return on eBay — the brand is teaming up again with the Indiana Fever star to bring the cereal to all Hy-Vee stores in the Midwest.

According to a statement released by Hy-Vee, 100% of Clark’s portion of the proceeds will benefit her foundation.

The secondary market for the cereal, which is being sold in limited-edition, has remained strong, with eBay sales sitting steadily around $20-$30.

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Clark signed an NIL deal with Hy-Vee in 2021 when she was a sophomore at Iowa.

“My family and I decided early on that we were going to be selective about partnerships, we wanted something special,” Clark said in a statement in 2021. “Hy-Vee was an ideal match because we share so many values. I admire Hy-Vee’s leadership in our communities and how they are committed to giving back, especially in the areas of education and health and wellness.”

Will Stern is a reporter and editor for cllct, the premier company for collectible culture.