Tops Friendly Markets is bringing back Flutie Flakes, the cereal named for former Buffalo quarterback Doug Flutie, and will celebrate the re-release with a fan event featuring Flutie on Oct. 3 at its 6150 South Park Ave. store in Hamburg, New York.
Tops was the first grocer to carry Flutie Flakes when it launched in 1998 and will again be the first to carry the latest edition beginning Oct. 4, in stores while supplies last. Over the years, sales of the cereal have helped raise nearly $50 million for Flutie’s charity, the Doug Flutie Jr. Foundation for Autism.
At the “Tops Markets Tailgate Club” event, running from 11 a.m.-12:30 p.m., attendees can meet Flutie, get a photo and, with purchase of the newest edition of Flutie Flakes, receive an autograph.
“Buffalo is one of America’s great football towns, and as excited as we are for our team today, we’re still a nostalgic bunch that loves reminiscing about our local legends. Seeing Flutie Flakes back on Tops’ shelves brings back memories and reminds us that generosity has always been a hallmark of Western New York’s big family of football fans,” said Ron Ferri, president of Tops Friendly Markets.
“From the first day boxes appeared in our stores almost 30 years ago, Flutie Flakes has brought smiles to customers’ faces and brought our football-loving community closer together. We’re happy to have them back,” Ferri added.
A sought-after collectible
Flutie Flakes first arrived at Tops locations in 1998, selling more than 2.3 million boxes over the next two years. The cereal became a sought-after sports collectible and appeared as a set piece on sports talk shows and the TV sitcom “Everybody Loves Raymond.” The product previously made limited-time comebacks for its 10th and 20th anniversaries, and the current run may be its last, according to Tops.
“In 1998, Doug came to us at PLB Sports with a vision to raise money for autism awareness. We created Flutie Flakes, and a goal of $10,000 raised turned into a goal today to raise $50 million for the Doug Flutie Jr. Foundation for Autism,” said Ty Ballou, president of PLB Sports. “We are excited to once again have this historic box of Flutie Flakes on the shelves at Tops to help reach a monumental goal for a tremendous cause.”
Flutie Flakes will be available at all Tops locations throughout the region.
Headquartered in Williamsville, New York, Tops operates 152 grocery stores spanning New York, Pennsylvania and Vermont, including one franchise location, with more than 14,000 associates.
Related: Tops Adds Local Buffalo Bakery Items To Select Stores