Wheaties looks to men for a bran(d) revival


The past year hasn't been kind to the "Breakfast of Champions" with sales down 14%, but makers of the iconic orange box aren't blaming the economy for the drop in sales; instead they blame a lack of manliness.

Rather than cry over spilt milk (and profits) General Mills is launching a new version of Wheaties aimed at testosterone toting shoppers. Dubbed Wheaties Fuel, the new Wheaties cereal was put together using the input of "5 Legendary Champions and One Nutrition Expert" to meet the needs of today's modern champions.

As you read this, General Mills is sending out samples of the three new versions to more than 1,000 men across America in order to finalize the ingredient list.