Former Texas Tech quarterback Patrick Mahomes II is reaping the benefits of an endorsement deal he signed back in April.

Kansas City Chiefs quarterback Mahomes will appear on the front of a new cereal box being promoted by Hy-Vee grocery stores.

The cereal is called Mahomes Magic Crunch, and it looks similar to Kellogg’s Frosted Flakes. It hits store shelves August 1st, but Lubbockites would have to travel hundreds of miles to get their hands on it. The cereal is only available in the Midwest states of Illinois, Iowa, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin.

Mahomes’ three-year partnership deal with Hy-Vee also includes TV commercials, social media collaborations, appearances, and apparel, among other obligations.