Limerick lads and committed MMA fanatics Rob O'Rourke and Rob Stewart have invented a sugary sweet cereal in honour of champion fighter Conor McGregor.
The Notorious King Krunch retails at €17.50 and its creators hope to sell enough boxes to cover their flights to Las Vegas to see McGregor and Aldo fight.
According to the gents, the cereal "tastes like success, and repacked Cheerios".
"It's like you put a couple of Rolexes, some RayBans, a few Cuban Cigars and some wheat in a blender," Rob Stewart explained.
The box is covered with pictures of McGregor screaming at bowls of cereal and strangling Tony the Tiger.
"This cereal isn't here to take part; it's here to take over," the box screams.
"According to the guys in the lab, it has close to 400pc of your daily trash talk allowance," Rob explained.
"That's nearly twice the amount in Lucky Charms."
Rugby legend Brian O'Driscoll gave Gordon D'Arcy a rousing farewell speech at the annual Leinster Rugby Ball.
BOD spoke of D'Arcy's prowess as a player and the contribution he has made to Irish rugby, but it wasn't all sweetness and light.
D'Arcy looked a little uncomfortable when O'Driscoll reminded the room of the time D'Arcy brought the Heineken Cup down to Leo Cullen's wedding in Monart to avoid paying for accommodation.
The audience laughed as Leo's other half, Dairine Cullen, mouthed 'It's true' to guests at her table.
'Sherlock' star Andrew Scott is a well-regarded thespian but that doesn't mean he's immune to the draw of trash TV.
"I like to mix the highbrow with the lowbrow," he told the 'Radio Times'.
"There can be a terrible snobbery if you work in the theatre, where worthy artists frown on reality TV, but I've definitely watched a bit of TOWIE."
Keep pushing that envelope, Scott.