The 11 Things You Didn’t Know About Wheaties- page 6 | Arts & Culture | Smithsonian
(Courtesy of General Mills)

The 11 Things You Didn’t Know About Wheaties

Wheaties has been around for nearly 90 years, but when did they start putting athletes on the cover?

There Wasn’t an Athlete on the Front of the Box until 1958

Bob Richards Wheaties Box
(Courtesy of General Mills)
In 1958, after dipping into alliances with “The Mickey Mouse Club” and “The Lone Ranger” to market Wheaties to children, the cereal returned athletes to the forefront, putting two-time Olympic gold medalist Bob Richards on the front of the box, a first. Richards, who won gold medals in the pole vault at the 1952 and 1956 Olympics, also became the first traveling spokesman for the cereal.

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