On February 11, 1997, General Mills, the makers of Wheaties, unveiled three new Jackie Robinson cereal boxes to be sold in stores nationwide. It was to commemorate the 50th anniversary of the Brooklyn ...

General Mills‘ campaign around its new Wheaties Fuel is generating buzz “in cereal marketing circles,” MediaPost reports. Attempts to widen the Wheaties brand have failed in the past. (See: Honey ...

Shaquille O'Neal has made many bold moves throughout his career, but few are as memorable as his decision to pass on a lucrative Wheaties sponsorship after his first NBA championship. The iconic ...

Jackie Robinson HAS BROKEN another barrier--but this one is only made of card-board. The first black man to play baseball in the majors is now the first athlete to appear on all three Wheaties boxes ...

Former NBA star Shaquille O'Neal tells us why he didn't sign a deal with Wheaties, even though they asked him twice, and how he chooses his endorsements. The following is a transcript of the video.