**Gotta Catch ’Em All, Starting in the Cereal Aisle**

Kellogg’s has quietly dropped a chocolate-flavoured, HFSS-compliant Pokémon cereal into Tesco, Booker and One Stop in the UK. No big press splash. Just boxes landing on shelf at £3.50 for 350g, tied to Pokémon’s 30th anniversary.

The hook is pure collector fuel. Four limited-edition packs featuring Pikachu, Bulbasaur, Squirtle and Charmander, with on-pack messaging nudging shoppers to collect all four. Sound familiar? Kellogg’s ran a Pokémon cereal collab back in 2001. Now the playbook is back, updated for today’s HFSS rules.

Demand looks real. Some Tesco stores have seen empty shelves, even as the retailer reports good availability across large stores. Meanwhile, shoppers are flipping single boxes on eBay for as much as £11, with full sets listed for up to £35. That is a serious markup on a £3.50 cereal.

Kellogg’s says a wider grocery rollout is planned later this year. Translation, the quiet launch is just the beginning.

Why it matters. Licensed cereal is not new. Engineered scarcity plus collector logic is. Kellogg’s is not just selling breakfast cereal. It is selling completion. In a tough UK cereal market, turning the aisle into a treasure hunt might be smarter than another price cut. The real insight? In a regulated, HFSS world, nostalgia and fandom are doing the heavy lifting.