Phelps graces Wheaties boxes again

Phelps graces Wheaties boxes again

Published Aug. 16, 2012 1:00 a.m. ET

With another six Olympic medals around his neck, swimmer Michael Phelps is once again touting the breakfast of champions.

General Mills Inc. on Thursday unveiled limited-edition boxes of its Wheaties cereal featuring Phelps, who now holds a record 22 Olympic medals. Phelps was last featured on the box after the 2004 Olympics.

After the 2008 Olympics, Phelps had jumped ship to a rival Kellogg Co. to grace the boxes of Corn Flakes and Frosted Flakes.

General Mills didn't disclose the terms of its latest deal with Phelps. The company also unveiled Wheaties boxes featuring volleyball player Misty May-Treanor, who won a gold medal in beach volleyball in London.


The limited-edition boxes will be available nationally starting next month.

Wheaties were created in 1924. The first athlete to appear on a Wheaties box was baseball player Lou Gehrig, who appeared on the back of the package in 1934. The first to appear on the front of the Wheaties box was pole vault gold medalist Bob Richards in 1958.

Other featured athletes in recent years include Shaun White, Peyton Manning and Muhammad Ali.