Kellogg's launches new cereal that's already reselling on eBay for £11 a box
Kellogg’s has launched a new cereal in UK stores, with shoppers already spotting boxes being resold online for far more than the supermarket price.
The latest release has started appearing in Tesco, Booker, and One Stop, prompting demand from shoppers after the character-themed boxes began circulating on social media.
While the cereal is available at Tesco for £3.50, or £2.85 with a Clubcard, listings on eBay show individual boxes being offered for more than £11.
Full sets have also appeared on the resale site for around £20 to £22 before postage, as buyers try to get their hands on every version of the new launch.
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It comes amid growing interest in limited-edition food items that combine supermarket launches with collectable packaging — especially those based around popular franchises in pop culture.
The cereal behind the rush is Kellogg’s Pokémon Chocolate Flavour Cereal, which is sold in 350g boxes and comes in four designs featuring Pikachu, Bulbasaur, Charmander, and Squirtle.
As Tesco notes on its product page, the cereal is described: “Adventure starts at breakfast with our new Kellogg’s Pokémon chocolate flavour breakfast cereal!
“Enjoy delicious chocolate flavoured shapes in the morning with our Kellogg’s Pokémon chocolate flavour breakfast cereal.”
“Kellogg’s Pokémon chocolate flavour breakfast cereal is high in fibre and contains no artificial colours or flavours.
“Find a different Pokémon on every pack, each with a unique back of pack game.”
The launch has quickly caught the attention of shoppers, with some trying to track down specific boxes and others searching for all four designs.
On eBay, individual boxes have been listed for prices including £11.33 and £11.56, while other listings show lower prices with additional delivery charges.
One listing for a full set of four boxes was priced at £21.99 with free delivery, while another four-box listing was shown at £21.99 plus postage.
The resale activity comes as shoppers have been sharing their finds online after spotting the cereal in stores.
Spotted by The Sun, one person wrote on Facebook: “I bought the Pikachu ones the other day and was buzzing! But I didn’t know they did the other characters.”
One added: “Even the box is just awesome,” in along with another cheerful fan noting: “I’m so happy I have Pokémon cereal, it’s the small things!”
The actual cereal apparently is pretty good quality as well, with a fan saying “It tastes great.”
However, not every shopper appears to have had success finding the new boxes like the creator in this TikTok video, with some reporting empty shelves at their local store.
One person shared a picture of an empty shelf, while another said: “Can’t find them.”
A Tesco spokesperson told The Grocer that the retailer has 'a good availability of this line across large stores'.
However, not every shopper appears to have had success finding the new boxes, with some reporting empty shelves at their local store.
This is sadly part of the latest scalper craze sweeping Pokemon products in general, as well as other franchises — with booster packs of the latest trading cards and other collectibles immediately being bought out by resellers, leaving those who say they’re pure fans out in the cold.
McDonald’s had a similar issue surrounding its Pokémon Happy Meals last year — all over the promise of getting free cards with their meals.
However, talking to The Grocer, a Tesco spokesperson said the cereal has already been ‘proving really popular, adding: “We have good availability of this line across our large stores.”
Ben Williams