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General Mills Hopes To Give Wheaties A Sales Jolt With “Everyday Athletes” Formulas

July 22, 2009: 10:10 AM EST
Industry researchers have found that today’s health-conscious men are no longer leaving all of the grocery buying decisions to their wives. With that trend in mind, cereals giant General Mills is waging a new marketing campaign to pull its 80-year-old Wheaties brand out of the sales doldrums with a reformulated, higher-calorie product, Wheaties Fuel, targeted at “everyday athletes.” Though earlier attempts to extend the Wheaties brand have flopped, the company is testing three sweeter, folic-acidless prototypes containing either cinnamon-flavored clusters, or berries and nuts – definitely not your grandpa’s Wheaties.
Andrew Adam Newman, "For Those Who Want Their Cereal Extra Manly ", The New York Times, July 22, 2009, © The New York Times Company
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