Wheaties™ Celebrates Sports and Equality Champion Billie Jean King on the Iconic Orange Box

Rhea-AI Summary

Wheaties™ celebrates sports and equality champion Billie Jean King by featuring her on their iconic orange box. King, a trailblazer on and off the tennis court, is a highly decorated tennis champion with numerous firsts to her name. Wheaties continues its tradition of honoring athletes who excel in sports and in the community. The brand also launches Wheaties Protein, a high-protein cereal, offering over 20g of protein per serving in two flavors. The -edition Billie Jean King Wheaties Box will be available nationwide for $6.19.

Positive

• Wheaties celebrates the legacy of Billie Jean King, a trailblazer for equality in sports and beyond.

• King is a highly decorated tennis champion with 39 major titles and a record 20 Wimbledon Championships.

• Wheaties honors athletes who excel in their sport and community, continuing its tradition of featuring prestigious athletes on their orange box.

• Wheaties introduces Wheaties Protein, a high-protein cereal with over 20g of protein per serving, available in two delicious flavors.

Negative

• The -edition Billie Jean King Wheaties Box is priced at $6.19, potentially higher than regular cereal boxes.

• While the new Wheaties Protein cereal offers high protein content, its availability in select stores may limit access for some consumers.

Billie Jean King paved the way for women — exemplifying what it means to be a trailblazer and Wheaties Champion — both on and off the tennis court.

MINNEAPOLIS--(BUSINESS WIRE)-- Wheaties announced today its latest limited edition box featuring icon and activist athlete Billie Jean King, a true Wheaties Champion. While this is King’s first Wheaties appearance, she’s no stranger to firsts on and off the court. She is a highly decorated tennis champion — winning 39 major titles, including a record 20 Wimbledon Championships — and was the first woman athlete to receive the Presidential Medal of Freedom. She’s also the first woman to have a sports venue named in her honor, and the first woman to earn over $100,000 in prize money in a single tennis season. Through her activism and drive, King has changed the perception of women’s sports.

Billie Jean King makes her Wheaties Box debut celebrating her legacy as a trailblazer on and off the court with an iconic orange box. (Photo: Business Wire)

“Billie Jean King has been defining what it means to be a Wheaties Champion for decades, as a true advocate for equality between men and women from the tennis court to the board room and beyond,” said Mindy Murray, Brand Experience Director, Morning Foods. “We’re thrilled to recognize her on our newest Wheaties box cover and celebrate the strides she’s made for athletes everywhere.”

For more than 100 years, Wheaties has honored athletes who are champions in their sport and in the community, and King joins hundreds of prestigious athletes and fellow Olympians who have been celebrated with their own orange box.

“I am honored to be on the next Wheaties box to join the legacy of incredible athletes and the work we put in for our sport and our communities,” said King. “I’ve dedicated my life to equality for all, uplifting those around me and inspiring girls and women, in particular, to dream big. This box feels like a full circle moment as we celebrate the next generation of champions.”

While Wheaties continues to honor world class athletes with its signature Orange Box, the brand is also celebrating athletes everywhere with its new Wheaties Protein cereal. This new innovation from Wheaties is the highest protein cereal offering from General Mills to date with more than 20g of protein per serving and is available in two delicious flavors, Honey Pecan and Maple Almond. Wheaties Protein is available now at select Walmart stores and will be on shelves at retailers nationwide beginning this spring.

The Billie Jean King limited-edition Wheaties Box will be available at retailers nationwide this month for a suggested retail price of $6.19.

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to drive shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale and standing for good. Its portfolio of beloved brands includes household names such as Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2023 net sales of U.S. $20.1 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1.0 billion.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240502106027/en/

General Mills Communications

763-764-6364

media.line@genmills.com

Edelman

Caroline Leary

caroline.leary@edelman.com

Source: General Mills

FAQ

What is featured on the latest edition Wheaties box?

Billie Jean King, the iconic and activist athlete, is featured on the latest edition Wheaties box.

What is the price of the Billie Jean King -edition Wheaties Box?

The suggested retail price of the Billie Jean King -edition Wheaties Box is $6.19.

Where can Wheaties Protein cereal be found?

Wheaties Protein cereal is currently available at select Walmart stores and will be on shelves at retailers nationwide starting this spring.

How much protein does Wheaties Protein cereal offer per serving?

Wheaties Protein cereal offers more than 20g of protein per serving, making it the highest protein cereal offering from General Mills.