Idk man, they're going for as high as 10 dollars on Ebay. That's a 50% loss.
Looks like it was his btw.
http://mentalfloss.com/article/30423/11-athletes-who-had-their-own-cereals
8. Warner’s Crunch Time
While with the St. Louis Rams, Kurt Warner was a part of the Greatest Show on Turf, winning two MVP awards and a Super Bowl. His rise from the Arena Football League and ascension from backup to starting star also made him a hit with fans. To capitalize, Warner put his face on a frosted corn flakes cereal called “Warner’s Crunch Time,” with proceeds going to Camp Barnabas, a Missouri camp for disabled children.