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From the 1960s through the 1990s, Wheaties provided in-box promotions but maintained a focus on athletic fitness and on-the-box sports figure promotions. Since the debut of the front cover depiction of Bob Richards , hundreds of athletes have been shown and promoted, including entire baseball, basketball, and football teams, while also ...
This list is not all-inclusive, and athletes may have been shown together with teams and groups, or on the sides, back, or front of the box. Most athletes appeared on the standard Wheaties box, while others appeared on the Honey Frosted Wheaties (HFW), Crispy Wheaties 'n' Raisins (CWR), Wheaties Energy Crunch (WEC), or Wheaties Fuel (WF) boxes.
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She was the first female athlete to be pictured on the front of a Wheaties box, and General Mills stated that Wheaties sales improved after her appearance. [23] [24] [25] In 2019, Retton became a spokesperson for Australian Dream, a pain relief cream; and briefly, in 2023 as a spokesperson for Colonial Penn Life Insurance. [26]
Since highlighting track and field Olympian Jesse Owens, the first Black athlete to be featured on a Wheaties box in 1936, the brand has honored Muhammad Ali, Michael Jordan, Serena Williams ...
As the year continues, Wheaties plans to recognize athletes who have previously graced the iconic orange box and "shaped sports culture."
Hernandez was on a box of Wheaties Energy Crunch in December 2001 and was welcomed into the Wheaties Family by Olympic Champion Mary Lou Retton and Tiger Woods in Madison Square Garden, New York City, New York. [41] Featured in the Scholastic textbook publication on the state of Maine called "Maine: America the Beautiful". [42] [43]
Other Olympic decathletes such as Bob Mathias and Bruce Jenner gained many significant endorsements and a spot on a Wheaties box after their victories, while Campbell walked off of the 1956 podium with no cash, sponsors, or television executives asking for a feature.