Cereal Roundup: Wheaties launches its latest limited-time box and its newest product; and a fast-casual chain brings back a fan favorite featuring Cinnamon Toast Crunch

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LOS ANGELES , May 13, 2024 () –

The latest in what's going on in the world of cereal:

Wheaties' latest athlete on its box: Billie Jean King

General Miills' Wheaties cereal brand is known for featuring iconic sports pictures on its cereal boxes, and the latest icon is none other than pro tennis legend Billie Jean King.

King is a highly decorated tennis champion, winning 39 major titles--including a record 20 Wimbledon Championships--and was the first woman athlete to receive the Presidential Medal of Freedom. She’s also the first woman to have a sports venue named in her honor, and the first woman to earn over $100,000 in prize money in a single tennis season.

“I am honored to be on the next Wheaties box to join the legacy of incredible athletes and the work we put in for our sport and our communities,” King said. “I’ve dedicated my life to equality for all, uplifting those around me and inspiring girls and women, in particular, to dream big. This box feels like a full circle moment as we celebrate the next generation of champions.”

The primary source of this information is General Mills.

Cinnamon Toast Crunch is coming back in ice cream shake form

Wheaties isn't the only cereal brand from General Mills to be in the news lately. The Habit Burger Grill is bringing back one of its more popular menu items, featuring Cinnamon Toast Crunch.

The Habit recently announced the limited-time return of the Cinnamon Toast Crunch Shake, featuring vanilla ice cream blended with Cinnamon Toast Crunch cereal.

The shake is then finished with a topping of whipped cream and pieces of the childhood-favorite cereal.

The primary source of this information is Chew Boom.

Now back to Wheaties

Besides the unveiling of its limited-time box, Wheaties has been busy launching a new product under its brand: Wheaties Protein.

The product, which comes in Maple Almond and Honey Pecan flavors, features more than 20 grams of protein per serving, and General Mills said the product is the highest protein offering in the cereal aisle to date.

“Wheaties has honored world class athletes on our iconic orange boxes for more than 100 years and we are introducing Wheaties Protein to serve today’s modern athletes who are striving to be better everyday,” said Nicole Ayers , Business Unit Director for Wheaties. “We know people are looking for a boost of protein in the morning to help reach their goals and Wheaties Protein provides over 20 grams of protein in a delicious bowl of cereal that people can easily enjoy as part of their morning routine.”

The primary information for this article is General Mills.


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