Wheaties Fuel

by General Mills

2009 – 2013 GONE FOREVER

Gone — sold online from fall 2009 and in stores from January 2010, dropped around 2013, and confirmed discontinued by the Wheaties account in July 2014. Wheaties Protein, launched in 2024, is a different cereal rather than a return.

The Breakfast of Champions rebuilt as a cereal made specifically for men, with Peyton Manning, Kevin Garnett and Albert Pujols helping pick the recipe. It reached stores in early 2010 and had quietly left the lineup by 2013.

🧾 One more thingA General Mills marketer explained the premise to The New York Times by pointing out that men don't use their wives' razors or deodorant. The cereal built for athletes carried 14 grams of sugar a serving, and one newspaper taste test dismissed it as sugary and flavorless.

Filed under: Cereal · the ’00s & later

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