Bills defensive end Mario Williams on Tuesday joined Tops Friendly Markets and PLB Sports of Pittsburgh to announce the new cereal -- MariOs.
Williams is featured on the cereal box -- saying it's "pretty cool" and he plans to donate all the profits from the cereal to Carly's Club for pediatric care at Roswell Park Cancer Institute.
"Look forward to helping provide technology and funding and support for any cause, especially the cause ... like cancer," Williams said in his remarks inside the grocery store.
He spoke at a podium flanked by boxes of MariOs, balloons, and a Tops banner. And Williams says he can relate to knowing someone dealing with the condition.
"My father was actually diagnosed two years ago with colon cancer," Williams said.
Proceeds from the cereal with benefit youngsters like Lucas Lowe of Akron, who spoke briefly and offered thanks to those gathered inside the grocery store for their support.
Mario Williams also thanked Bills fans for the support they've shown thus far.