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Duncan Keith hopes "Keith Krunch" cereal is big hit

Proceeds benefit Blackhawks defenseman's charity @NHLdotcom

Duncan Keith is coming to breakfast tables throughout the Midwest.

The Chicago Blackhawks defenseman unveiled his "Keith Krunch" cereal this week, which will be on sale exclusively at supermarket chain Jewel-Osco's 185 locations across Illinois and parts of Iowa and Indiana.

Watch: Youtube Video

"I still remember Captain Crunch and all those type of things, and now I'm Keith Krunch," Keith said in a video posted to the Blackhawks website. "Hopefully we can be as popular as some of those ones that have been around for a long time, and hopefully it's a success all around."

Proceeds from the frosted corn flake cereal will benefit Keith Relief. Founded in 2011, Keith Relief is dedicated to alleviating the financial and emotional burdens of families suffering from medical crises.

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