Wheaties is associated with the slogan “Breakfast of Champions.” General Mills used the phrase to connect the wheat-and-bran cereal with athletes, sporting achievement, and an active lifestyle.
The slogan dates to the 1930s, when Wheaties advertising began featuring sports figures. Lou Gehrig was among the early athletes associated with the brand, and later campaigns displayed athletes on the cereal box, helping make the package itself a form of sports advertising.
Wheaties is sometimes confused with slogans for other General Mills cereals, including “They’re Gr-r-reat!” for Frosted Flakes. The champion wording refers to the brand’s long-running association with athletic excellence rather than a claim that the cereal is eaten only by professional winners.
Wheaties was introduced in 1924 after an accidental cooking process created the cereal. It became especially famous for its orange box and athlete endorsements.