The Proud Puffs logo portrays raised black fists—the primary symbol of the black supremacy ideology—in both of the letters “u.”
Under the name, ten black faces swirl in chocolate milk with their fists raised.
The Proud Puffs word search on the reserve contains inspirational words: “Magical,” “Capable,” “Brave,” etc.
Nic King, a 34-year-old Connecticut-based businessman, described the cereal box.
“I wanted to design a box that looks like us, that kids can see themselves on. They can see their family on, they can be inspired, they can be uplifted by it. It’s healthy for them, but it’s also owned by us,” he said. “So it gives us the opportunity to take that money that we do raise and invest that money back inside of our community.”
King said he woke in the middle of the night with “divine inspiration” to create the vegan cereal.
“I woke out of my sleep. It was a random idea that was on my mind,” King said. “I’m thinking, where is cereal coming from? Starting a cereal company is a super bizarre idea to think about at 3 a.m. but as a man of faith, I’ve always believed if you get a random idea, God gives you an idea and you look into it.”