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Cereal Home > General Mills > Wheaties Fuel
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General Mills
Wheaties Fuel

Wheaties Fuel From: General Mills
Introduced in 2009

This cereal spent it's first few months of existence as Collector's Edition cereal. After it was unveiled in September of 2009, it was available in a limited edition box through an offshoot of called "Evolution". The cereal rolled out to grocery stores in January of 2010. The cereal is made up of crunchy whole wheat flakes with granola and crispy rice - lightly sweetened and flavored with cinnamon and honey.

Wheaties Fuel is unique in that was heavily promoted before it was actually (officially) created. Visitors to the Wheaties Evolution website were shown video clips of the cereal at various stages of development. These webisodes followed a select group of athletes as they helped to help create a cereal designed especially for athletes. Team Fuel included football player Peyton Manning, basketball player Kevin Garnett, baseball player Albert Pujols, triathlete Hunter Kemper and decathlete Bryan Clay.

The following is an excerpt from a General Mills press release dated September 9, 2009:

General Mills Unveils Wheaties Fuel - The New Breakfast of Champions

After three months of consumer testing, Wheaties, "The Breakfast of Champions," announced today the evolution of its iconic 85-year-old cereal with the unveiling of Wheaties FUEL- the first-ever cereal designed specifically to help fuel wins. Wheaties FUEL, which was developed with the help of Peyton Manning, triathlete Hunter Kemper, Kevin Garnett, gold medal-winning decathlete Bryan Clay, Albert Pujols and sports nutritionist Dr. John Ivy, was designed to help meet the nutritional needs of today's champion athletes.

The new Wheaties, a lightly sweetened, crunchy whole wheat flake with granola and crispy rice and a touch of cinnamon and honey, features long-lasting energy from whole grain to help keep you going and 100 percent of the Daily Value of five B-vitamins to help the body release energy from food. Starting today, collector's edition boxes of the cinnamon honey crunch-flavored Wheaties FUEL are available for purchase online at, while supplies last. Beginning in January, Wheaties FUEL will be available at your local retailer.

Wheaties FUEL is designed to help power athletic performance and each serving includes: 200 calories to kick-start your morning; whole grain for long-lasting energy; 100 percent of the recommended Daily Value of five B vitamins to help your body release energy from food; 5 grams of fiber to help curb hunger and keep you feeling full, as well as calcium & vitamin D to help promote bone health.

Wheaties FUEL will not replace the Original Wheaties. Together, the two products will make up the evolved and expanded Breakfast of Champions product portfolio.

The championship athletes selected for this project, Clay, Kemper, Garnett, Manning and Pujols, have all previously appeared on the original Wheaties box and are well recognized as champions both on and off the playing field. This panel narrowed the selection to three possible cereal formulas, and everyday athletes helped choose the final product. A six-part web series that chronicles the development process of the new Wheaties Fuel is available for viewing on From Dr. Ivy`s first meeting with the participating athletes, to discussions about what it takes to become a champion, the webisodes serve as a behind-the-scenes guide, culminating with a trip to a General Mills plant in Minneapolis.

The back of the cereal box in January 2010 described Wheaties Fuel like this:

Fuel up. Be ready. Go. Keep going. For the thrill of winning. Wheaties teamed up with today's champions to co-create a new breakfast cereal. Engineered to deliver long-lasting energy to help fuel your wins. By champions. For champions. Wheaties Fuel. For your wins.

Click here to see all cereals from General Mills.

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Additional Images

Title: Albert Pujols Wheaties Fuel Box

Submitter: Mr Breakfast
Uploaded: 1/21/2011

Additional details

Title: Wheaties Fuel Box - Late 2010

Submitter: Mr Breakfast
Uploaded: 1/17/2011

Additional details

Title: Peyton Manning Wheaties Fuel Box

Submitter: Mr Breakfast
Uploaded: 1/11/2010

Additional details

Title: Wheaties Fuel Box - Back

Submitter: Mr Breakfast
Uploaded: 1/11/2010

Additional details

Title: Wheaties Fuel Team

Submitter: Mr Breakfast
Uploaded: 12/7/2009

Additional details

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Comments About This Cereal
What do you think of Wheaties Fuel?

Overall Average Rating = 5 (out of 5)

View all 41 comments for this cereal.

By Toby1TNT

Cereal Rating (out of 5):

I miss this cereal. It was fantastic. Please bring it back.

Comment submitted: 2/15/2015 (#18538)

By Windy

Cereal Rating (out of 5):

As a senior citizen, I found this to be my favorite cereal of all times. The only way to describe it is DELICIOUS. Please bring it back.

Comment submitted: 1/29/2015 (#18452)

By D.R.A.B.

Cereal Rating (out of 5):

Wheaties Fuel was the best! Please bring it back - it was worth the cost and the extra drive to find it.

Comment submitted: 12/28/2014 (#18269)

By Podell

Cereal Rating (out of 5):

Please bring back Wheaties Fuel! I am not a cereal eater at all, but I found this cereal by mistake and absolutely loved it. I would buy 3 boxes at a time. I have yet to find anything to compare with Wheaties Fuel and believe me, I have tried. I was crushed when I found out it was discontinued.

Comment submitted: 10/15/2014 (#17839)

By Dwan

Cereal Rating (out of 5):

Bring back the Fuel! This was THE best cereal to come out in the last 10 years.

Comment submitted: 8/15/2014 (#17507)

By C.C. Runner

Cereal Rating (out of 5):

I loved this cereal. Used to eat it dry 20 minutes before going for a run for the B vitamins and the carbs. It was a integral part of my nutrition/training. Still haven't found anything that compares to replace it. Bring it back!

Comment submitted: 6/13/2014 (#17184)

By Cray Z.

Cereal Rating (out of 5):

This is bull-pucky! Why?! What will I eat now General Mills? This is the only healthy cereal I could get my son to eat. My child's nutrition depends on General Mills. Guess I will have to drop out of society and turn Amish for my children's health.

Comment submitted: 6/9/2014 (#17159)

Official Member: Team BreakfastBy Allformykidz (Team Breakfast Member)

Cereal Rating (out of 5):

Why take it away? It was great!

Comment submitted: 5/19/2014 (#17070)

By Shakins

Cereal Rating (out of 5):

The best cold cereal ever. Why did they take it away?

Comment submitted: 2/6/2014 (#15961)

By jerome

Cereal Rating (out of 5):

I bought it by the case at a local store, but now it is gone. How can they get rid of the best cereal I've ever eaten!

Comment submitted: 11/13/2013 (#15312)

View all 41 comments for this cereal.

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