WWE superstar John Cena will be replacing Fred Flintstone on 4 million specially marked boxes of Fruity Pebbles, as well as Cocoa Pebbles, according to a report from Ad Age.

Speaking about the deal, Sharon Pupel, who is the marketing director for Post said the following, “We’ve just been talking with kids. They wanted more variety. Fred isn’t necessarily the coolest or [most] relevant guy for kids who we are going after.”

Cena was featured on 3 million boxes last year, but was at the top of the box, while Flintstone was still the main focus. The report goes on to note that other promotions are being planned between WWE and post including a sweepstakes and Cena returning during the back to school period.