Wheaties looks to men for a bran(d) revival
The past year hasn't been kind to the "Breakfast of Champions" with sales down 14%, but makers of the iconic orange box aren't blaming the economy for the drop in sales; instead they blame a lack of manliness. Rather than cry over spilt milk (and profits) General Mills is launching a new version of Wheaties aimed at testosterone toting shoppers. Dubbed Wheaties Fuel, the new Wheaties cereal was put together using the input of "5 Legendary Champions and One Nutrition Expert" to meet the needs of today's modern champions.
As you read this, General Mills is sending out samples of the three new versions to more than 1,000 men across America in order to finalize the ingredient list.
The New York Times reports that the new Wheaties are, "much sweeter", and each of the prototypes will have an extra ingredient; two with clusters and one with, "raisins, cranberries and almonds." The final change to ingredients of note is the addition of Vitamin E to Wheaties Fuel and the removal of folic acid to better fit the needs of men.
I think General Mills is on to something here, and not just because they are focusing on the male consumer (which is something more companies could stand to do), but because they are adding a crunch to a classic cereal.
Nowadays, Flakes just don't cut it! A simple walk down the breakfast aisle in any grocery store will reveal that almost every classic cereal that lacked crunch a year ago has added nuggets, granola or something that adds to the chewing experience.
Among the former Wheaties eaters I spoke to the additional sweetness and crunch may be enough to bring Wheaties back to their breakfast nook.
From all accounts it seems like General Mills has a potential winner on their hands with Wheaties Fuel and so long as they keep an orange box plastered with sporting greats, Wheaties might once again become the favorite cereal for athletes, young and old.
Reader Comments (Page 1 of 2)
7-23-2009 @ 9:27PM
Wise Guys said...
How absurd is your thinking. People can't afford to buy Wheaties. The size of the package dwindles and the price goes up. Your 14% drop in sales reflects that. I'm with the person who eats oatmeal for breakfest.
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7-23-2009 @ 9:39PM
Roger said...
If Wheaties is adding a new variant, fine. If they're changing what is a low sugar, low calorie cereal so it has more calories and suger grams; if they're changing a cereal I ate at the breakfast table with my father, I'll view it as a nod to sugar-addled kids. At that point, General Mills, I will be gone forever to Uncle Sam cereal. That Big G emblem on the grain silos less than 3 miles from my house will just be a sad embarrassment.
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7-23-2009 @ 9:46PM
K.E. said...
Would all of you idiots trying to sell something or promote your stupid websites please go somewhere else. we don't like you and are not interested in your junk
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7-23-2009 @ 9:55PM
JEAN-PAUL said...
Put more male athletes on the box. Especially body builders. More protein, more vitamins, saw palmetto in the cereal.
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7-23-2009 @ 10:09PM
bob barnes said...
im a man and i have been for over 66 years i eat wheaties and like them i will not eat the new girleman type
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7-23-2009 @ 10:53PM
Kevin said...
Speaking of non-girlyman ways to use Wheaties...we would let them get soggy, roll them into little wheatie-balls, let them dry, take them to school and spit-wad them across Algebra class. Do you know how difficult it is to solve a quadratic equation with little hard wheatie-balls bouncing off your skull?!
7-23-2009 @ 10:09PM
nickrapak said...
Enough of the G*dd*mn ads already!
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7-23-2009 @ 10:24PM
JS said...
Well, I've been eating Wheaties for years and think they were fine the way they were. And I like to soak my Wheaties until they get soggy! Does cereal have to be a fad? The MBAs will screw up this country yet.
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7-23-2009 @ 10:36PM
JR said...
UGH! Women like Wheaties, too! I remember eating them as a child. Now I am diabetic (though not overweight) and the last thing we need is a "sweeter" cereal. C'mon, men! Let's have a healthier Wheaties that appeals to both men and women.
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7-23-2009 @ 10:37PM
Josh Smith said...
Don't worry, they aren't replacing the original, just adding a new variety.
7-23-2009 @ 11:33PM
Jack said...
It does not surprise me that General Foods are losing money. They earned it. People are stupid to fall GF's tricks.First they reduced the size of a box of cereal.Than they priced it so high. That is short way to exterminate themselves. The hell with General Mills. Give me Kashi any day.
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7-24-2009 @ 8:06AM
George W Bush said...
Someone needs to flame out these wretched spammers. No, I do not want to be a sugar daddy/baby, no I do not want to lose weight fast with______berries/extract and no, I do not give a rats puss filled toe nail about your sleazoid work from home dealscam. Please go away and die. I tell anyone who listens that these things are scams so keep reminding me to stay on your case......morons.
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7-24-2009 @ 8:07AM
Mary Beth said...
Oh nooooo! Why do they always go and change the things we love? My 9 years old daughter's FAVORITE cereal is Wheaties, and I know for certain she will not want it if they change it. She will not eat cereal with "clusters," dried fruit pieces, or nuts. I love that Wheaties is her favorite because it's so low in sugar and calories...makes a great breakfast, lunch, or snack any day of the week, without being loaded in sugar. Sometimes it's even her dessert before bed! Since the price of cereals is incredibly high, we try to buy them when they're on sale.
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7-24-2009 @ 8:07AM
khaos said...
they want to make it more manly huh? they should put oklahoma state football coach mike gundy on the front of the box cause as we all learned from his rant last year hes a man! lol
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7-24-2009 @ 8:07AM
Shirla said...
"EATIES"????? for Wheaties---a manly cereal? Give me a break!
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7-24-2009 @ 8:07AM
Hal said...
So what is General Mills saying now...We are dropping the dope smoking strip club going Olympic gold winning swimmer for someone who actually knows how to not use illegal drugs and behave like a mature adult.
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7-24-2009 @ 8:07AM
GG said...
Uh, what? Are you insane? "More companies could stand to market to men"...? You mean like EVERY product out there that isn't specifically made for women, like tampons? In what world are men NOT the target of MOST advertising and products? Not this one.
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7-24-2009 @ 8:08AM
charlie said...
whoever thought of "eaties for wheaties" must have been smoking it instead of eating it...
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7-24-2009 @ 8:08AM
Fred said...
I don't eat Wheaties. I eat Special K. It is good and a lot less expensive than Wheaties. The boxes on most cereals have gotten smaller and cost more. When will General Mills and the others take notice that we, the people, are not stupid.
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7-24-2009 @ 8:08AM
John Doe said...
Fred...
General Mills and others will take notice that we aren't stupid if they loose even more money and continue to hear complaints about box size and price.
That probably won't happen because the majority of "us" aren't that intelligent and will just buy them anyway, or sacrifice a different splurge item on our lists in order to afford it.
Led like lambs to the slaughter the majority of the American populace contributes to a culture that glorifies glamor, testosterone-laden stupidity, and a 'my way or the highway' attitude.
As a result General Mills WON'T notice that we aren't stupid, because even if you can think the majority of us aren't idiots, there's a good sized lot of us that act, and live like it, and the rest of us get to enjoy the results of their care-free ways as we go kicking and screaming towards the end of this corrupting nation.
God bless America. (More like God save America from itself!!!)