Wheaties's Slogans & Taglines

Wheaties is a premier American breakfast cereal brand that commands monumental market equity as the absolute defining "Breakfast of Champions." Introduced in 1924 by the Washburn-Crosby Company, the iconic whole-grain wheat flake cereal permanently revolutionized sports marketing and consumer packaging. In 1934, baseball legend Lou Gehrig became the first athlete featured on the box, establishing an enduring legacy of honoring elite sports stars, Olympians, and cultural icons on its signature orange boxes. Today, Wheaties operates as a historic flagship portfolio brand of consumer packaged goods giant General Mills, Inc. (NYSE: GIS). Celebrating over a century of brand equity, the high-volume category icon anchors its modern appeal in athletic excellence and social impact. Leveraging General Mills’ massive retail distribution infrastructure, Wheaties mass-distributes its classic toasted flakes directly to major grocery networks and millions of North American households.