Has Wheaties Changed Their Brand Focus?

rZx–wheaties

Originally uploaded by richardzx

New York Post reports that Golden Boy Michael Phelps has opted to have his mug displayed on boxes of Frosted Flakes, thereby bypassing the offers from General Mills-owned Wheaties.

Wheaties certainly appears to be continuing to purport its brand as a health conscious breakfast cereal; however, for them to not push Michael Phelps to be their box top boy questions how much they are willing to pay to do so. Unfortunately, without the continual athlete endorsements that they have enjoyed I fear they will succumb to being just another strangely named breakfast cereal searching for an audience. (Grape Nuts anyone?)