Former Manchester United captain Roy Keane has opened up about the deeply personal motivation behind his surprising new business venture into the cereal market, revealing his daughter's life-changing lupus diagnosis served as the catalyst.
The Health Crisis That Changed Everything
The football hardman, known for his no-nonsense approach on the pitch, showed a different side when discussing how his family's world was turned upside down by his daughter's autoimmune condition. "When your child receives a diagnosis like lupus, it makes you completely rethink everything - especially what you're putting into your body," Keane explained.
From Football Pitch to Breakfast Table
This personal health journey led directly to the creation of SuperKeen, a new cereal brand focused on clean ingredients and nutritional value. Keane emphasized that this isn't just another celebrity endorsement, but a passion project born from family necessity.
"We started looking closely at food labels and realised how much processed junk is in everyday products," the Irish football legend shared. "If we were going to create something, it had to be genuinely healthy - no shortcuts."
Nutrition as Medicine
The experience has transformed Keane's understanding of the connection between diet and health. While careful not to make medical claims, he believes proper nutrition plays a crucial role in managing chronic conditions.
"It's not about miracle cures," Keane stated firmly. "It's about giving your body the best possible foundation to fight whatever battles it's facing. That's what SuperKeen represents for us."
A New Purpose Beyond Football
For the famously intense former midfielder, this venture represents more than business success. It's become a mission to help other families facing similar health challenges.
"Football was my life for decades, but this... this feels different," Keane reflected. "When you see what your own family goes through, you want to make a difference, however small."
The cereal, which features simple, recognisable ingredients, reflects Keane's straightforward approach to problem-solving that made him a football legend.
