Wheaties is the breakfast cereal known for the advertising slogan “Breakfast of Champions.”
General Mills adopted the phrase in 1934, linking the cereal with athletic achievement. The slogan became especially recognizable because Wheaties boxes featured photographs and illustrations of prominent athletes.
The cereal itself was developed in the 1920s after a wheat-bran mixture accidentally spilled onto a hot stove and formed crisp flakes. It was first called Washburn's Gold Medal Whole Wheat Flakes before being renamed Wheaties.
The brand's sports association is so strong that appearing on a Wheaties box became a notable honor for athletes. More than a slogan, the campaign helped establish a lasting connection between breakfast cereal, physical fitness, and American sports culture.