Annie Leibovitz’s Vanity Fair photoshoot of pregnant Demi Moore in 1991 became a cultural watershed moment for exposed celebrity baby bumps. Since then, the uber-famous, from the Kardashians to Serena Williams, have proudly displayed their bellies.

Until now, the showcase of womanhood and maternity has mostly been limited to magazine covers. WK Kellogg’s Special K is the first cereal to feature a famous pregnant person on the box, partnering with cookbook author Molly Baz.