The continued importance of nutrition in long distance triathlon has been reaffirmed with Wheaties FUEL now announced as the official cereal of Ironman.
‘Wheaties’ and ‘The Breakfast of Champions’ are registered trademarks of General Mills. This official cereal tie-up makes Wheaties FUEL the optimal breakfast choice to deliver long-lasting energy and thus help all athletes prepare for the world’s most challenging endurance event.
Nutrition preparation is of course key to success for all Ironman competitors. According to General Mills, Wheaties FUEL was chosen as the official cereal of Ironman 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 Ironman 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, Ironman President and Chief Executive Officer. "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 fibre to help keep athletes feeling full.
Three-time US Olympic triathlete Hunter Kemper is among five of US sports’ biggest names currently featured on the box of the new Wheaties FUEL breakfast cereal.
