The popular cereal flake in the orange box was born when a Minneapolis health clinician accidentally spilled some wheat bran mixture on a hot stove, creating tasty wheat flakes. The idea for whole-grain cereal flakes was brought to the attention of the head miller at the Washburn Crosby Company (General Mills' predecessor), George Cormack, who perfected the process for producing the flakes. In November 1924, the ready-to-eat cereal known as Washburn's Gold Medal Whole Wheat Flakes during its development was ready for the market. The cumbersome name was shortened to "Wheaties" as the result of an employee contest won by Jane Bausman, the wife of a company executive. Wheaties' first venture into the world of sports was the sponsorship of minor league baseball broadcasts. The brand's sports association began with a sign on the left field wall at old Nicollet Park in south Minneapolis in 1933. General Mills' broadcast deal with the minor league Minneapolis Millers on radio station WCCO included the large signboard that Wheaties would use to introduce its new advertising slogan. The late Knox Reeves (of the Minneapolis-based advertising agency that bore his name) was asked what should be printed on the signboard for his client. He took out a pad and pencil, it is said, sketched a Wheaties package, thought for a minute, and then printed "Wheaties - The Breakfast of Champions." From that modest beginning, Wheaties' storied sports heritage has gone on to embrace many of the greatest athletes of all time.
Jack Armstrong: 1934
Fictional Character
