This is no joke. 

Kellogg’s teamed up with designer Anya Hindmarch to release a limited edition breakfast cereal called “Fashion Flakes.” The box, based on childhood favorite Frosted Flakes, has Anya Hindmarch’s version of the tiger on the box holding the designer’s new bag, with the words “Fashion is gr-g-reat.”

The cereal is an extension of Hindmarch’s Fall 2014 runway show that was inspired by nostalgic supermarket products. One of the line’s best-selling items has been the leather bag featured on the box with the face of Tony the Tiger on it. The brand “likes playing with the high-low idea” in this way, a company spokesman told WWD.

This isn't the first time that our childhood meals have been turned into fashion. Who could forget Jeremy Scott making McDonald's the focus of his Fall 2014 show for Moschino

You can actually buy the cereal now in stores across Paris, at Anya Hindmarch stores and Colette, as well as Waitrose stores in Britain. 

[via WWD]