News Release
 September 18, 2012
CONTACT: Katie McKenna

2-time Pro Bowl Defensive End unveils cereal for a good cause

WILLIAMSVILLE, N.Y. – Buffalo Bills defensive end Mario Williams is introducing his very own cereal just in time for the start of the 2012 football season. The cereal is called “MariO’s” is available exclusively at Western New York-area Tops stores. The cereal is a partnership between Tops, Buffalo Bills defensive end Mario Williams and PLB Sports.

“MariO’s” is a honey nut toasted oats cereal packaged in a 14 ounce collector’s box featuring the newest member of the Buffalo Bills defensive line. The cereal is available exclusively at Western New York Tops stores and online at “MariO’s” is the latest athlete endorsed product from PLB Sports which has created products for some of Buffalo’s great athletes including Ryan Miller, Terrell Owens, Michael Peca, and Doug Flutie.

“We are thrilled to be able to partner with Mario and PLB Sports to have MariO’s on store shelves exclusively at Tops,” said Frank Curci, CEO of Tops Markets. “Mario signing with the Buffalo Bills has been a popular move locally and we expect fans in Western New York will be eager to have a box of MariO’s on their breakfast table.”

Williams will donate 100 percent of his proceeds from the sale of the cereal to benefit the pediatric cancer patients and their families through Carly’s Club at Roswell Park Cancer Institute. Carly’s Club ( helps kids and families facing a cancer diagnosis through fun activities, outings and opportunities to meet other families in the same situation. These emotional and social support programs play a key role in a young patient’s ability to battle cancer.

The launch of MariO’s coincides with September’s National Childhood Cancer Awareness Month, giving local Bills fans an easy and fun way to do their part to support children with cancer. The cereal box side panel features the story of Lucas, an 8-year-old pediatric cancer patient and Carly’s Club member from Akron, NY, who shares why Carly’s Club is important for children and families facing cancer.

MariO’s is now available for a limited time at Tops locations in the WNY area. Tops Friendly Markets is proud to be the official supermarket of the Buffalo Bills for the 2012/2013 season.

Tops Markets, LLC, is headquartered in Williamsville, NY and operates 132 full-service supermarkets – 127 company-owned and five franchise locations. With more than 14,000 associates, Tops is a leading full-service grocery retailer in upstate New York and northern Pennsylvania. For more information about Tops Markets, visit the company's website at

PLB Sports, based in Pittsburgh, PA, was established in 1996 as the premier food marketing company that specializes in combining high profile athletes with unique and superior quality product lines. The company, founded by Ty Ballou, is the largest food company dedicated to the creation and successful introduction of food products featuring athletes from all sports. For more information on PLB Sports, please visit You can follow PLB Sports on Twitter @plbsports or on Facebook.


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