Wheaties - back in the game?

I've been questioning recently whether General Mills is serious about keeping Wheaties a strong, sports-oriented brand. Kellogg's recent coup with Michael Phelps seemed to confirm that Wheaties is no longer the box on which to be seen.

It appears that General Mills might be getting back into the game. They announced this week that two recent gold medal Olympians will appear on upcoming Wheaties boxes: Nastia Liukin (gymnastics) and Bryan Clay (decathlon). They have also updated their website with a new look.

The question is: Will this be enough for Wheaties to have a full come-back?

Technorati Tags: cereal, Wheaties, Nastia+Liukin, Bryan+Clay, breakfastbowl