Ironman Wheaties - the breakfast of champions is now the breakfast of Ironman

MINNEAPOLIS, Jun 24, 2010 (BUSINESS WIRE) -- Wheaties(R) today announced WheatiesFUEL(TM) as the official cereal of the Ironman(R) Triathlon. With more than 50 qualifying events worldwide, "The Ironman" is regarded as the world's most challenging endurance event, consisting of a 140.6-mile journey, including a 2.4 mile swim, 112 mile bike ride and 26.2 mile full-marathon distance run. Preparation is key to success for all Ironman competitors, making Wheaties FUEL(TM) the optimal breakfast choice to deliver long-lasting energy to help athletes prepare to win.

Wheaties FUEL was chosen as the official cereal of the IronmanTriathlon for its ability to provide professional and aspiring Ironman athletes with the energy-delivering nutrients needed to reach the highest levels of athletic performance.

"Like the Ironman Triathlon, Wheaties FUEL was conceived to help athletes achieve their highest level of performance," said Wheaties Marketing Manager Dan Stangler. "Ironman athletes reinforce the Ironman inspirational mantra that states 'anything is possible.'"

Wheaties FUEL will be supporting its role as the official cereal of the Ironman Triathlon with national television, print and online advertising. The brand will also have onsite activation at upcoming Ironman and Ironman 70.3 events in the form of signage, sampling stations and a presence at the finish line to help loved ones encourage their winners through the finish.

"Wheaties is known for being the 'Breakfast of Champions,' which makes it the only choice for Ironman competitors," said Ben Fertic, chief executive officer, Ironman. "There is no other cereal brand that offers the state-of-the-art nutrition to help today's world-class athletes train for success like Wheaties FUEL."

Wheaties FUEL was developed in 2009 with the help of Peyton Manning, triathlete Hunter Kemper, Kevin Garnett, gold medal-winning decathlete Bryan Clay, Albert Pujols and sports nutritionist Dr. John Ivy. After a year-long development process, the result is a delicious honey cinnamon crunch that meets nutritional needs of today's champion athletes and delivers long-lasting energy from complex carbohydrates, b-vitamins to help your body release energy provided by food, and provides an excellent source of fiber to help keep you feeling full.