In order to promote image recognition and reach more customers outside its stores, fast-food chains often expand into the retail space.

Starbucks  (SBUX) – Get Free Report has made major efforts to sell everything from ground coffee to bottled drinks on Amazon  (AMZN) – Get Free Report and in Walmart  (WMT) – Get Free Report. Yum Brands  (YUM) – Get Free Report, owner of Taco Bell, has taco shells and dinner kits as well as a line of bottled sauces and salsas.

Related: Taco Bell brings back beloved classic with a major twist

While they will not be sold online or in stores, Taco Bell’s newest item dips much deeper onto the supermarket product side than is commonly associated with the Tex-Mex chain. As part of a new partnership with Uber Eats  (UBER) – Get Free Report, Taco Bell just launched a new cereal inspired by one of its most popular breakfast items.

Chain promises ‘your go-to crunchy, cinnamon-y twists’ in boxed form 

The cereal is inspired by the puffed corn twists sprinkled with cinnamon and sugar that Taco Bell sells for $1.19 during breakfast hours and launched in the late 1980s. While the chain is known for frequently removing and adding new items to its menus, this has remained a consistent and beloved breakfast item over the years.

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As part of the short promotion, the cereal is available to residents of New York City, Miami, Dallas, Chicago and Los Angeles who order an Uber One or Uber Eats order between Jan. 16 and 18. 

Those who are part of the food-delivery branch of the rideshare app’s monthly subscription service can get a box for free by ordering it through the platform while regular users can order any breakfast item costing more than $2 to receive a free box before 11 a.m. during the same time period.

Another way to taste this unusual promotional item is to ask for one through the app as a Rewards member on Jan. 23 (the first 500 to do so will get one mailed to them). For those who live outside the five participating cities, Taco Bell recommends participating in the “$5 off and free cinnamon twists” promotion on Uber Eats breakfast orders of more than $15 between Jan. 16 and 22 and then crunching them over a bowl of milk yourself.

Live outside participating cities? Here’s how you can still ‘hack your own cereal’

“You can still hack your own cereal by redeeming $5 off and free cinnamon twists, just crunch them in a bowl of your choice, add your preferred milk, and enjoy,” the chain said in a press release.

While there are some exceptions, fast food chains will rarely venture into the cereal world given that breakfast itself often makes up a small category of overall sales.

In the spring of 2022, Pepsico  (PEP) – Get Free Report-owned juice brand Tropicana ignited a social media firestorm with a promotional campaign suggesting customers put cereal in their orange juice.

While it tried supporting its claim with everything from a poll showing that many adults do just that to the argument that the citrus in the juice helps soften the granola in the cereal, Tropicana drinkers were not convinced and the efforts quickly entered the  large vault of promotional campaigns relying on the “so weird you have to try it method.”