Market Overview

Post Foods and the CHL Team Up to Bring Young Hockey Heroes to the Breakfast Table


TORONTO, ONTARIO--(Marketwire - Oct. 29, 2012) - Post Foods Canada and the Canadian Hockey League (CHL) announced a promotion that will bring junior hockey's star goalies to breakfast tables across the country. Fans of the Western Hockey League (WHL), the Ontario Hockey League (OHL) and the Quebec Major Junior Hockey League (QMJHL) can collect up to 24 unique goalie cards and 12 unique goalie face panels as part of the Post Exclusive CHL Goalie Collector's Edition Series when they purchase specially-marked boxes of Family Size Post cereals. Four cards and one face panel are available per specially-marked box of participating cereals, including Shreddies, Honey Shreddies, Sugar Crisp, Alpha-Bits and Honeycomb, while supplies last. In addition, consumers can enter for a chance to win a trip for four to the 2013 MasterCard Memorial Cup.

"With 52 Canadian teams and a fan base of over eight million, we recognize the immense popularity and importance of junior hockey to Canadians," said Jennifer Dumoulin, Director of Marketing, Post Foods Canada. "We're excited to partner with the CHL and its three leagues to offer a collectible series that fans of all ages can enjoy."

"Like Post Food's family of cereals, CHL teams are such an integral part of Canadian communities," said CHL President David Branch. "This unique promotion provides us with another platform to showcase our student athletes and rising stars of the CHL to fans across the country."

The CHL and its member teams enjoy a popularity in Canada that is unrivaled by professional sport. Each year, more fans attend WHL, OHL and QMJHL games than all Canadian NHL, CFL and MLB teams combined.

For more information on the promotion and to enter the 2013 MasterCard Memorial Cup contest, visit

About Post Foods Canada Inc.:

Post Foods Canada Inc. is the manufacturer of iconic ready-to-eat cereal brands including Shreddies, Honeycomb, Sugar Crisp, Alpha-Bits, Shredded Wheat, Great Grains, Honey Bunches of Oats and other great tasting cereals. For more information, please visit

About the Canadian Hockey League:

The Canadian Hockey League is the world's largest development hockey league with 52 Canadian and eight American teams participating in the Ontario Hockey League, Quebec Major Junior Hockey League and Western Hockey League. CHL players graduate from high school at a rate higher than the Canadian national average. The CHL supplies more players to the National Hockey League than any other league. Last season 722 graduates attended North American post-secondary institution on scholarships from CHL teams.

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Dane Gergovich

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