Nestlé is resurrecting the culture of collectibles in cereal boxes with the help of blockchain technology . This time around, the company is reimagining the concept of physical items and going digital with the launch of the NFT collection. All proceeds will go to the United Arab Emirates Red Crescent Charitable Foundation, a division of the Red Cross and Red Crescent movement that operates in the UAE, the company said.
The TRIX Globe NFT two-piece collection is inspired by the launch of Nestlé’s TRIX cereal brand in the Middle East and North Africa. This means that NFTs are part of a narrative in which the brand’s mascot the rabbit hunts for the world’s most fruity cereal while exploring Dubai for the first time. In keeping with this idea, both NFTs share an identical snow globe-inspired aesthetic, each also featuring the red silhouette of Dubai’s one-of-a-kind Museum of the Future.
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At the moment, a small collection is already on sale on the marketplace. At the time of writing, the price for one token was 0.35 ETH. However, one auction will end on May 5th and the second on May 13th.
“In line with our promise to ‘Better Lives’, we are proud to be launching the region’s first blockchain-based humanitarian initiative – all proceeds from the TRIX NFT auction will go to the Red Crescent of the United Arab Emirates,” said Emilien Mesquida, who is the representative of Nestlé in the Middle East and North Africa region.
The Red Crescent is an international humanitarian movement founded in 1863. The main goal of the movement is “to help all those who suffer without any unfavorable distinction, thereby contributing to the establishment of peace on Earth.”
Nestlé, like the Red Crescent movement, was founded in Switzerland. It is one of the most popular food companies in the world, from instant coffee to mineral water to baby food.
