Wheaties to mark 85th anniversary with 'evolution'

by Bakingbusiness Staff
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MINNEAPOLIS — General Mills, Inc. announced its Wheaties brand will undergo an "evolution" later this fall coinciding with the cereal brand’s 85th anniversary.

To commemorate the anniversary, General Mills will release a special Wheaties box that features the iconic Wheaties logo and "Breakfast of Champions" slogan, but it also will showcas five athletes’ silhouettes, with the question, "What’s Next?" written on the front of the package. The back of the cereal box shows the date 09/09/09, which also is supposed to be the launch of a new tagline that reads "Fuel. Win. Evolve."

"Wheaties is an iconic American brand, synonymous with championship performance," said Dan Stangler, marketing manager for Wheaties. "We have enjoyed 85 years of excellence and look forward to kicking off the next 85 years strong, with exciting news about the brand’s evolution."

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