For over 100 years, Wheaties celebrates people who have achieved greatness on its boxes. From Olympic medalists to sports legends, those faces inspire others to dream big. The newest Wheaties team to be honored is unconventional but that super-power greatness deserves to be front and center. It is time to showcase Marvel Studios’ Thunderbolts.
Many people can think of iconic Wheaties boxes. From Billie Jean King to LeBron James, the visual serves as a reminder that greatness comes with risk. Being willing to try, listen to your heart, and break through barriers can inspire others to live out their dreams.
While many people think of athletes on the box, other images have graced that space. According to the cereal brand, the first person featured on a Wheaties box was a character. In 1933, Jack Armstrong, the All-American Boy, who was part of a radio adventure series sponsored by Wheaties, graced the box.
Over the years, Wheaties has highlighted all types of people on the box. While athletes might be the most commonly associated with the brand, movie characters have been included, too.
Speaking about the new Thunderbolts boxes, said KC Glaser, senior brand experience manager at General Mills said, “For more than a century, Wheaties has celebrated greatness across sports, culture and entertainment. Teaming up with Marvel Studios for ‘Thunderbolts*’ allows us to embrace a new kind of champion — one that defies expectations. This limited-edition release is designed for both Super Hero fans and cereal lovers alike, offering a unique way to celebrate the arrival of Marvel Studios’ most unconventional team.”
Unlike other Wheaties offerings, this Thunderbolts release does not include cereal. It is only the box. The front showcases the cast and has a Wheaties inspired take on the movie’s logo.
The special, limited edition Thunderbolts Wheaties box will be available only on Wheaties.com. Sales begin on April 30 at 11 a.m. ET. Sales are limited and while supplies last.