A Boston Globe columnist is challenging General Mills to rethink the Wheaties box and start featuring “smart people” instead of just athletes:
“[G]iven that Wheaties sales have been slipping (they’ve declined 14 percent over the past year), here’s what I wonder: could Wheaties as a brand be reinvigorated if those bright orange boxes started celebrating achievements of the brain, as well as the body? Would parents feel better about buying a breakfast cereal that inspired their children to become rocket scientists, disease-battling chemists, life-saving biomedical engineers, or billionaire software designers?”
The columnist, Scott Kirsner, has enlisted his Twitter followers to help persuade General Mills to give it a shot. Check out the #Wheaties hashtag today and you’ll see quite a bit of activity. The Wheaties Fuel Twitter account is cranking out a form response, noting that performance nutrition scientist John Ivy will appear on the new Wheaties Fuel box.