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Chad Ochocinco's cereal feeds a little sugar to sex line

Pro football player Chad Ochocinco is a generous man -- but don't toast him yet.

The Cincinnati Bengals wide receiver is touting Ochocinco's, a honey-nut toasted oat cereal whose box includes a number that's supposed to send callers to Feed the Children, the charity that's benefiting from sales of the cereal. But what Ochocinco is really feeding is a sex chat line.

Holy Tim Tebow!

The number is listed as 1-800-HELP-FTC -- and when callers dial it, they're directed to the bawdy sounds of a woman who wants their credit-card numbers in exchange for a little sugar. The correct number is 1-888-HELP-FTC.

Here's the

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very NSFW message

that greets callers:

Kroger Corp., which is distributing the limited-edition sleaze cereal, has apologized for the error and is in the process of removing the boxes from grocery-store shelves. The sports marketer that set this up, PLB Sports Inc, has pledged to correct the mistake and reissue the cereal boxes so that Feed the Children will actually receive the wide receiver's largesse.

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