Buffalo, N.Y. ? Move over Flutie Flakes. Retired Buffalo Bills quarterback Jim Kelly soon will have his own brand of cereal on the market.

Kelly, who will be inducted into the Pro Football Hall of Fame in August, unveiled Kelly Krunch, a honey-nut toasted oats cereal, on Friday. As part of the deal, proceeds from the cereal’s sale will go toward Hunter’s Hope, a charity Kelly founded in honor of his son Hunter, who suffers from the deadly Krabbe disease.