Wheaties releases retro boxes

The last few years has seen several companies, including Quaker, Post, and Kellogg, sell limited edition vintage boxes to tap into cereal nostalgia. But, no company has done this more consistently than General Mills, which currently has another annual set available at Target. This week the company announced another effort, with the release of three retro boxes of Wheaties featuring three prominent athletes of the past: Muhammad Ali, Bruce Jenner and Mary Lou Retton. These boxes are largely reproductions of past ones.

I've talked a lot here about the Wheaties brand in the recent years, and it certainly has lost much of its prominence, even despite their mediocre attempt with Wheaties FUEL. This latest marketing campaign could be a significant boost, and if followed up with a steady stream of new hero boxes could re-establish the brand in minds of consumers.

(Source: Business Wire)