I have been watching the progression of this brand since even before its beginning, and I am still not convinced it has been the success General Mills had hoped for or that it could have been. While sales figures for specific products are not released, it is my observation that it hasn't been selling that well. I base my less than scientific analysis on several factors: it doesn't appear to get much grocery store shelf space and few people I talk to are even aware that FUEL exists or is a separate Wheaties cereal. Also, I am not hearing much excitement about its taste characteristics.
General Mills worked hard to launch FUEL using social media, one of the first cereals to be primarily promoted by this means. But, I wonder if they've done enough to build brand awareness through at least some mass marketing campaigns.
Interestingly, just yesterday two new limited edition boxes (Wheaties and Wheaties FUEL) were introduced at the beginning of the NFL season featuring Green Bay Packer stars Aaron Rodgers and Clay Matthews. But, these are limited edition boxes for sale only in Wisconsin. I'm sure they'll sell truckloads there, but by limiting it there they have missed out on significant sales elsewhere among football fanatics.
I hope I am wrong about Wheaties FUEL, but without a finer tuned and broader marketing approach, it may never fully capture the market it was intended to reach.