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General Mills [GIS
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] announced today that gold medal gymnast Nastia Liukin and gold medal decathlete Bryan Clay will grace its famous Wheaties boxes in a couple of weeks.
It is the "Breakfast of Champions," of course, but who is eating it these days? To be honest, the only reason why I ever bought a Wheaties box is as a collector's item. And despite being extremely influenced as a kid by the endorsements of athletes, the motto or the athlete on the box never convinced me to eat a single bowl.
The folks at General Mills who manage the Wheaties brand still think it's worth it to associate the cereal with athletes -- even though it's worth noting that they no longer pay to officially sponsor to the United States Olympic Team.
That tab was picked up by their competitor Kellogg's [K
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], which is putting Michael Phelps on its Corn Flakes and Frosted Flakes.
So is the Wheaties strategy still working? Do athletes help sell cereal? Let's put it up for a vote: Take our poll, at left.
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