Male trail runners already eat breakfast exactly like this on the trail they just have to prepare the concoction themselves from disparate ingredients to best preserve muscle and muscle function. Putting it together in a cereal "for men" is not just about being keto friendly (20g max carbs per day) it makes it simpler to choose your own carbs (sucrose goes direct to muscle) right for the muscular activity or recovery level ahead.

A century of stale big breakfast propaganda at this moment is easy to stir up. What's jarring here is not that "ballsy" tagline being used in more niche health food, it's that some random kid's random idea of masculinity should not be the first clear one to arrive in your son's head.