Food and beverage manufacturing giant Nestle is putting a digital spin on the physical collectibles you used to find in cereal boxes, as it is launching a pair of exclusive NFTs to raise money for the ‘Emirates Red Crescent’ charity.

The two NFTs make up the ‘TRIX Globe’ collection, which celebrates Nestle’s TRIX cereal brand being launched in the Middle East & North Africa. Behind the launch is a narrative involving the brand’s rabbit mascot searching for the world’s ‘fruitiest’ cereals as it explores the Middle East for the first time. It is for this reason that both NFTs sport an identical red aesthetic, with a snow globe featuring Dubai’s ‘Museum of the Future’ skyline as their centrepieces.

The auctions for both NFTs are now live on OpenSea, with one ending on May 5th, and one ending on May 13th. At the time of writing, both assets have a bid of 0.35 ETH.

Although this is Nestle's first foray into NFTs, it is not the company’s first encounter with blockchain technology, as in 2019 it collaborated with blockchain-based food tracking platform OpenSC to allow its customers to trace their food back to its original warehouse and source using sustainably rendered supply chain data.