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In 1934, the breakfast cereal Wheaties began the practice of including pictures of athletes on its packaging to coincide with its slogan, "The Breakfast of Champions." In its original form, athletes were depicted on the sides or back of the cereal box, though in 1958 Wheaties began placing the pictures on the front of the box.
Like many popular cereal brands from the early 20th century, Wheaties has had its share of spin-off brands. Also, several athletes featured on the cereal boxes of regular Wheaties are featured on these brands. These are the four brands which have been created in response to the popularity of Wheaties, along with their introduction date:
He was the first athlete to appear on the front of Wheaties cereal boxes in 1958 (though not the first depicted on all parts of the packaging), and also was the first Wheaties spokesman, setting up the Wheaties Sports Federation, which encouraged participation in Olympic sports. [5]
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Forty years ago, it was a big deal when Olympic gymnast Mary Lou Retton became the first female athlete to be featured on the front of a Wheaties cereal box, a consumer-culture laurel reserved for ...
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In 1977, Jenner became a spokesperson for Wheaties brand breakfast cereal and appeared in a photograph on the cover of the cereal box. After taking over from Olympic champion Bob Richards, Jenner was second in a succession of athletes featured as spokespersons for the brand. Mary Lou Retton succeeded Jenner in 1984. [79]
Old and not-so-old cereal boxes can be surprisingly valuable to collectors, selling for hundreds or even thousands of dollars. Bruce Jenner's Olympic era Wheaties boxes list between $200 and $500 ...