Shop Talk

Retailers, consumers and prices

In your face, Wheaties!

August 19, 2008

phelps1.jpgMichael Phelps, the  U.S. swimmer who won eight gold medals at the Beijing Olympics (perhaps you have heard of him), is taking his rightful place amongl U.S. sports stars: on a cereal box.
But not on a box of Wheaties, the General Mills cereal that began putting athletes on the box of “The Breakfast of Champions” in 1934 with Lou Gehrig.
Phelps, instead, will appear on rival Kellogg’s Frosted Flakes and Corn Flakes boxes.
Kellogg said that Phelps will be featured on boxes that are expected to hit store shelves in mid-September. The announcement came in a news release that also told us “He’s Gr-r-r-eight!” 
Marta Cyhan, Kellogg’s ice President, global promotions, said in the release that Kellogg sponsors both the U.S. Olympic team and Phelps.
A spokeswoman also said that company has also featured past U.S. Olympians like Peggy Fleming, Bonnie Blair and Kristi Yamaguchi on its boxes.
By the way, the first swimmer shown on  a Wheaties box on the Wheaties website? Esther Williams on a 1959 box that promoted the opportunity to win an Esther Williams Swimming Pool.

 (Reuters photo)


Considering what a box of cereal costs today, why not put pictures of bankers on the box?

Posted by Gary Ward | Report as abusive

Bailout 2008, a poem by David Jeffrey

Like a bloodied warrior,
laying broken and torn.

Like a dying soldier, hopeless and forlorn.

But the blood, it be green,
the color of money.

And the soldier is an economy,
and it is anything but funny.

Broken are it’s people and shattered are their dreams.

Thanks to the ultra rich and their full proof schemes.

It is a tragedy with more pain to come.

Finance will be Hell, and their wills will be done.

Posted by Kim | Report as abusive

Post Your Comment

We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see