General Mills launching Wheaties Fuel for athletic men

Wheaties Fuel, developed by General Mills with the assistance of a sports nutritionist and five athletes, is being marketed specifically to men, an approach that is winning plaudits from brand experts. The previous "Breakfast of Champions" tag is being replaced with "Fuel. Win. Evolve," and marketing efforts include sampling at sporting events and ads in Men's Health magazine.

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MediaPost Communications · American City Business Journals

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