ViacomCBS teams with Kellogg for Baby Shark cereal

Shark-shaped multigrain breakfast cereal now available at Tesco, Sainsbury’s, Asda and Aldi.

ViacomCBS Consumer Products UK has secured its first ever deal in the UK and Ireland with Kellogg for Baby Shark’s Big Show – launching Baby Shark Multigrain Cereal.

The shark-shaped multigrain breakfast cereal – with no artificial flavours or colours – is available at Tesco, Sainsburys, Asda and Aldi now.

“Baby Shark has proven itself to be both a YouTube phenomenon and an IP that translates into award winning toys and consumer products programmes,” said Venetia Davie, vp, ViacomCBS Consumer Products UK & Ireland. “We’re thrilled to be entering into this new deal with Kellogg’s which is the first of many in the food and beverages category.”

Olga Kondratyeva, brand manager at Kellogg’s, added: “We are delighted to be working with ViacomCBS on the exciting launch of Baby Shark Multigrain Cereal.

“We know Baby Shark is a catchy tune that has captured the hearts of many families and we hope our new cereal will do the same.”

Baby Shark launched on YouTube in November 2015 and took the world by storm, amassing 7.7 billion views and becoming the most-watched video in the platform’s history.

Through a partnership with Pinkfong, ViacomCBS Consumer Products has been managing licensing globally outside of Asia since October 2019.

In the UK, animated TV series Baby Shark’s Big Show will launch on Nick Jr later this year.

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