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Frozen beverage brand The Icee Company has teamed up with WK Kellogg Co to launch a new offering inspired by Kellogg’s Froot Loops breakfast cereal. Icee, a subsidiary of J&J Snack Foods, has made the new flavour available at retailers across the US, including Maverik, K&G, Meijer Gas and Sky Zone. Target stores across the country are set to launch the flavour this summer, among other retailers. The brand said its new cereal-inspired flavour offers a fruity taste, bringing a combination of two ‘nostalgic classics’ to children and adults alike. Kimmra Hingher, vice president of marketing for The Icee Company, said: “Icee and Froot Loops are beloved brands that instantly transport you to childhood and make everyday moments special”. “We saw excellent success last year when we transformed our iconic Cherry 'n Blue Razz Icee flavour into a cereal format, and we're excited to now offer Froot Loops as an icy, cool frozen beverage.”