CHICAGO - Duncan Keith is known for being a crunch time player.
He's lit the lamp numerous times in the playoffs, including the go-ahead goal in Game 6 of the 2015 Stanley Cup Final.
Now, Keith's adding a new type of crunch to his repertoire - cereal.
The aptly named 'Keith Krunch' can be found exclusively at your local Jewel-Osco or if you're lucky enough to gain access, the Blackhawks locker room.
"I'm going to bring it into the locker room game day, tomorrow," noted Keith at a special release event. "Maybe it will be some good luck and get the guys going on game day every morning here with some 'Keith Krunch.' That could be a good ritual."
Keith used to be an avid cereal eater himself.
Growing up in Canada, he often started his day with 'Flutie Flakes.'
He hopes to start the same regiment for his son - once he tries them.
"He's going to be the first to try it when he comes into town. He's going to wonder what I'm doing on the cover there, but he's a big cereal guy," Keith laughed. "He's three, so I'm excited for him to try it. I know I've tried it and it tastes great."
Another tasty component of 'Keith Krunch's' release is that it helps others in need.
“We are excited to be the exclusive retailer selling 'Keith Crunch' Cereal. We are even more thrilled to partner with Duncan to help raise awareness around his Keith Relief Charity,"noted Doug Cygan, Jewel- Osco Vice President of Marketing and Merchandising. "We feel that our two local names can really do big things together.”
If you can't make it out to the stores, you can find it online at www.plbsports.com.