Wheaties FUEL Announced as Official Cereal of Ironman

The World's Most Challenging Endurance Event Powered by Wheaties FUEL

Wheaties today announced Wheaties FUEL as the official cereal of the Ironman. Preparation is key to success for all Ironman competitors, making Wheaties FUEL an outstanding breakfast choice to deliver long-lasting energy from whole grain to help athletes prepare to win.

Wheaties FUEL was chosen as the official cereal of the Ironman Triathlon for its ability to provide professional and aspiring Ironman athletes with energy-delivering nutrients, such as complex carbohydrates and B-vitamins. Proper nutrition is critical to reaching 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. “Wheaties FUEL reinforces 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 on-site activation at upcoming Ironman events in the form of signage, sampling stations and a presence on the run course to help fans encourage their athletes through the finish.

“Wheaties is known for being the ‘breakfast of champions,’ which makes it an excellent choice for Ironman competitors,” said Ben Fertic, chief executive officer, Ironman. “The state-of-the-art nutrition in Wheaties FUEL can help today’s world-class athletes train for success.”

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 helps meet the nutritional needs of today’s champion athletes and delivers long-lasting energy from whole grain, b-vitamins to help your body release energy from food, and provides an excellent source of fiber to help curb your hunger.