And it's all for a good cause.
Williams unveiled "MariO's," a honey toasted oats cereal named after him on Tuesday. "Cool," as Williams says it is to have his picture on a cereal box, more important to him is donating all of his proceeds to a Buffalo charity supporting children with cancer, and their families.
"MariO's" is the latest limited edition cereal produced by PLB Sports. That's the Pittsburgh-based company which brought area sports fans "T.O's," during Terrell Owens season in Buffalo, and "Flutie Flakes," during Doug Flutie's tenure as the Bills quarterback.
Williams is a two-time Pro Bowl selection and pass-rushing specialist, who signed a six-year, $100 million contract in March.
Copyright 2012 by The Associated Press