Jan. 31, 2007

Chapel Hill, N.C. -- With the college basketball season in full court press, Wheaties® announces a special-edition package rolling out this week featuring the esteemed University of North Carolina men's basketball program. The new package was unveiled today in front of thousands of Tar Heel fans wearing their traditional Carolina blue at the Dean E. Smith Center, home of Carolina basketball since 1986.

As 5-time national champions (1924, 1957, 1982, 1993 and 2005) as well as 15-time ACC Tournament champions, North Carolina's men's basketball teams have produced some of the most gifted players and incredible moments in sports history. UNC was the nation's first state university to open its doors more than 200 years ago, and has built a rich heritage of championship moments in collegiate sports, adding the cover of Wheaties to its list of remarkable achievements.

The North Carolina package features an image of its home basketball court and a prominent school logo on the front of the package. The back of the package showcases an image of the team cutting the net from the rim after a big victory as well as the famed school mascot.

"It is a tremendous honor and compliment for the Carolina Basketball program to become part of history with Wheaties," said Director of Athletics Dick Baddour. "The front of the Wheaties box is an American Icon. We are proud to be displayed on the cover and appreciate Wheaties recognition of Carolina Basketballs' success."

"It's an honor and a privilege to feature the men's basketball program on this special-edition Breakfast of Champions® package," said Dan Stangler, Wheaties brand manager. "Bringing two championship traditions like those of Wheaties and UNC together in this unique manner is undoubtedly a proud moment for us."

The new 18-ounce Wheaties package is now available regionally. Other college teams that have been featured on the Wheaties box include the University of Georgia Bulldogs, University of Kentucky Wildcats, University of Michigan Wolverines, University of Nebraska Cornhuskers, Northwestern University Wildcats, University of Notre Dame Fighting Irish, Texas A&M, Texas Western University and the University of Texas Longhorns.

Launched in 1924, Wheaties is the No. 1 whole-grain wheat flaked breakfast cereal in the country. The brand began its association with sports in the mid-1930s with a sign on the left field wall at Nicollet Park near downtown Minneapolis. General Mills' broadcast deal with the minor league Minneapolis Millers on WCCO Radio included the large signboard that Wheaties would use to introduce its new ad slogan: "Wheaties--The Breakfast of Champions." From that rather humble beginning; Wheaties has built a heritage that includes many of the greatest athletes of all time. Learn more at www.wheaties.com.