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Don’t head toward the Wheaties if you’re looking for the Final Five in the cereal aisle this summer.
Simone Biles, Aly Raisman and the rest of the gold-medal winning U.S. gymnastics team will be appearing on boxes of Kellogg’s Special K Red Berries instead of the orange cereal boxes most consumers associate with Olympic triumph. The gymnasts unveiled the design of the new box on The Today Show on Friday morning.
And surprise! The box is double sided.
This marks the second straight Summer Games that Kellogg’s has registered a big endorsement win over Wheaties and parent company General Mills. As a sponsor of both USA Gymnastics and the United States Olympic Committee, Kellogg’s was able to secure the past two individual all-around gold medal winners — Biles and teammate Gabby Douglas — for the face of their cereal boxes.
Kellogg’s is also the title sponsor of this fall’s Tour of Gymnastics Champions, which starts on Sept. 15 and features 36 stops.
Wheaties featured the three other American women to win all-around gold in gymnastics: Mary Lou Retton (1984), Carly Patterson (2004) and Nastia Liukin (2008). General Mills has yet to announce any plans to put a current Olympian on a Wheaties. It did feature two-time gold medalist diver Greg Louganis earlier this year after an online petition gathered over 43,000 signatures. (Louganis, who is openly gay and HIV positive, did not receive the honor in the ’80s because he did not fit the brand’s “wholesome image.”)
A General Mills spokesman refused to speculate on which current Olympian might receive the Wheaties honor when recently contacted by The Hollywood Reporter.
“We don’t discuss our future marketing opportunities, but we wish all U.S. athletes good luck in their events,” the spokesman said.