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366:, on radio station WCCO and Wheaties was provided with a large billboard in the park to use to introduce new slogans. The first such slogan on the new signboard was penned by Knox Reeves, of a Minneapolis advertising agency. When asked what should be placed on the sign for Wheaties, Reeves sketched a Wheaties box on a pad of paper, thought for a moment, and wrote
465:& Gamble, he held up a bar of Ivory Soap. For Socony, Barber put on a Mobil gas station cap and raised a can of oil. For General Mills, he poured Wheaties into a bowl, added milk and sugar on top (some reports say he also sliced a banana), then proclaimed "Now that's the breakfast of champions." "There was not a cue card in sight", Barber said.
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pole vault champion. The second was the reentry of
Wheaties into the sports television sponsorship arena, pioneering the concepts of the pre-game and post-game show. The third was the creation of the Wheaties Sports Federation. The Wheaties Sports Federation promoted physical fitness, training, and
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was the play-by-play broadcaster. Although full commercial television would not be authorized until July 1, 1941, the FCC allowed commercials to be inserted in this particular, special event broadcast as a test. Barber had to ad-lib three live commercials, one for each Dodger sponsor. For
Procter
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Due to increasing costs in the 1940s of sponsorship of broadcasting, Wheaties began simple commercial sports testimonials on television or radio. These were less effective than the overall sponsorship (especially in the case of television), yet also greatly reduced costs for advertising of the
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broadcasting, and by the end of the decade, nearly a hundred radio stations carried
Wheaties sponsored events. During these events, athlete testimonials about Wheaties were used to demonstrate that Wheaties was indeed the breakfast of champions. In 1934, athletes began to be depicted on the
452:, 46 of the 51 players endorsed the cereal. In the months following, Wheaties became one of the sponsors of the first televised sports broadcast to allow commercials. On August 29, 1939, NBC television presented the first major league baseball game ever televised between the
131:
573:. Despite these efforts, sales of Wheaties declined dramatically, mainly due to adult consumers' dislike of so-called children's cereals. Children's consumption of Wheaties did in fact increase, but not enough to offset the decline in adult consumption.
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baseball games using transcribed telegraph reports; his job performance in this role led to his selection in 1937 as the most popular
Wheaties announcer in the nation. He was awarded an all-expenses-paid trip to the Cubs' spring training camp in
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brands. Also, several athletes featured on the cereal boxes of regular
Wheaties are featured on these brands. These are the four brands which have been created in response to the popularity of Wheaties, along with their introduction date:
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editions). Wheaties also does not limit itself to current athletic stars, as special edition boxes have depicted baseball players from the early 20th century, and many athletes who were too early for
Wheaties to cover (see
295:). By November 1924, after more than 36 attempts to strengthen the flakes to withstand packaging, the process for creating the flakes had been perfected by the Washburn head miller, George Cormack, and the cereal was named
299:. Soon after, the name was changed to Wheaties as a result of an employee contest won by Jane Bausman, the wife of a company export manager. Other names passed over included "Nutties" and "Gold Medal Wheat Flakes."
601:
From the 1960s through the 1990s, Wheaties provided in-box promotions but maintained a focus on athletic fitness and on-the-box sports figure promotions. Since the debut of the front cover depiction of
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decided to combat the decline in sales by returning
Wheaties to its sporting roots. A three-pronged marketing strategy was devised. The first element was the selection of the brand's first spokesman,
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Wheaties was created in 1921, as a result of an accidental spill of a wheat bran mixture onto a hot stove by a
Minnesota clinician working for the Washburn Crosby Company (later
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screen test. This led to his eventual film career; thus the
Wheaties claim of perhaps leading Reagan into show business, and later politics as governor of California and 40th
606:, hundreds of athletes have been shown and promoted, including entire baseball, basketball, and football teams, while also highlighting Olympic successes (including regional
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448:
Wheaties maintained brand recognition through its definitive association with sports, and its distinctive orange boxes. It became so popular that in the 1939
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campus, November 29, 2005. 1966 NCAA basketball championship team members Willie
Worsley and Nevil Shedd, are pictured on the box, cutting down the hoop net.
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participation in athletic events, through direct financial support of Olympic educational programs and the Jaycee Junior Champ
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peaked from nearly every sport imaginable. Among the many testimonials included were: baseball stars, managers, and trainers;
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There have been a total of seven spokespersons for the Wheaties brand since 1958, listed here with their date of selection:
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redirected its promotional strategy for Wheaties to focus on children, following its great success in this market with its
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Recently, sales of Wheaties in the US has declined significantly. From 2005 to 2014 sales of Wheaties declined 78%.
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radio station (owned by Washburn Crosby) on December 24, 1926, with the first-ever pre-recorded commercial
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1926 – First ever singing radio commercial, using the jingle "Have you tried Wheaties?" (to the tune of
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to approximately 500 television set owners in New York City over experimental station W2XBS (now WNBC).
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Wheaties began its association with sports in 1927, through advertising on the southern wall of
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484:. In the song, DiMaggio gets a clutch base hit, and the band awards him "a case of Wheaties".
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A Century of American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture
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Like many popular cereal brands from the early 20th century, Wheaties has had its share of
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holds the record for most depictions on a Wheaties box, a total of 18 times, followed by
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2014 – First Mixed Martial Arts fighter depicted on the front of the Wheaties box –
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2001 – First sambo wrestler featured on Wheaties boxes (Wheaties Energy Crunch) –
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A measure of the product's familiarity is the reference in the 1941 baseball song
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Throughout the 1930s, Wheaties increased in popularity with its sponsorship of
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In Australia and New Zealand, the spelling is 'Weeties'. Variants are made by
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1997 – First automobile race driver depicted on the front of a Wheaties box –
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1999 – First professional wrestler depicted on the front of a Wheaties box –
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1984 – First woman athlete depicted on the front of a Wheaties box – Gymnast
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1992 – First non-orange Wheaties box, colored red and black in honor of the
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competition, and also through educational and instructional athletic films.
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1984 – First high school athlete depicted on the front of a Wheaties box –
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1935 – First woman athlete depicted on a Wheaties box – Golfer and athlete
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2005 – First women professional sports team to appear on Wheaties box –
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1939 – First televised commercial sports broadcast sponsorship, of the
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is the first female football player to be featured on a Wheaties box.
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Wheaties radio broadcasting in the 1930s touched the early career of
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1969 – First male golfer depicted on the front of a Wheaties box –
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2006 – First college football rivalry to appear on Wheaties box –
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1986 – First NFL player depicted on the front of a Wheaties box –
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1934 – First athlete depicted on a Wheaties box – Baseball player
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1135:"Latest Wheaties box athlete: 9-year-old girl is a football star"
984:"Shortage has Wheaties fans missing their Breakfast of Champions"
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A blow-up model of a Wheaties box to commemorate the opening of
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1988 – First cyclist depicted on the front of a Wheaties box –
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1958 – First athlete depicted on the front of a Wheaties box –
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2002 – First university wrestler featured on Wheaties boxes –
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Crispy Wheaties 'n' Raisins (Commonly abbreviated CWR) – 1996
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The heyday of Wheaties came in the 1930s and early 1940s, as
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1991 – First ice hockey team depicted on a Wheaties box –
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1936 – First African American athlete on a Wheaties box –
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2016 – First motocross racer to appear on Wheaties box –
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Washington Post. 18 March 2015. Retrieved 10 March 2019.
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Wheaties Energy Crunch (Commonly abbreviated WEC) – 2002
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Honey Frosted Wheaties (Commonly abbreviated HFW) – 1996
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1934 – First woman depicted on a Wheaties box – Aviator
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512:, who was at the time a sports broadcast announcer in
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516:. He was asked to create play-by-play recreations of
1019:. AMACOM (American Management Association). p.
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51:. Unsourced material may be challenged and removed.
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302:Wheaties began to be advertised on Minneapolis's
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710:1987 – First team depicted on a Wheaties box –
248:in the United States. Originally introduced as
1179:"Why This Box of Wheaties Is Selling for $ 70"
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1154:"For Those Who Want Their Cereal Extra Manly"
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553:brand. The strategy included sponsorship of
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1778:Hazard analysis and critical control points
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1734:The General Mills Radio Adventure Theater
1092:"How Baseball Players Became Celebrities"
1078:The most popular cereals in America today
325:They're whole wheat with all of the bran.
111:Learn how and when to remove this message
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898:and the General Mills/Nestlé subsidiary
667:1939 Major League Baseball All-Star Game
297:Washburn's Gold Medal Whole Wheat Flakes
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250:Washburn's Gold Medal Whole Wheat Flakes
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16:Breakfast cereal made by General Mills
1849:Cultural depictions of Caitlyn Jenner
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1191:from the original on August 17, 2017.
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1050:. Greenwood Press. pp. 126–128.
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386:, and the tradition continues today.
368:"Wheaties—The Breakfast of Champions"
341:The best breakfast food in the land.
1166:from the original on April 24, 2016.
1152:Andrew Adam Newman (July 22, 2009).
1001:
49:adding citations to reliable sources
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577:Return of sports-related promotions
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928:List of athletes on Wheaties boxes
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329:For wheat is the best food of man.
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537:Changes and children's promotions
244:on its packages and has become a
240:. It is well known for featuring
144:Bowl of Wheaties cereal with milk
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1120:, "Walter Payton." Premiered on
959:. ideafinder.com. Archived from
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982:McGovern, Bob (July 26, 2018).
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1177:Myers, Dan (August 17, 2017).
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1090:Menand, Louis (May 25, 2020).
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531:President of the United States
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335:The kiddies never tire of them
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768:State Farm Lone Star Showdown
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499:You Better Eat Your Wheaties
314:or possibly to the tune of "
209:"The breakfast of Champions"
185:; 100 years ago
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1834:Products introduced in 1924
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627:Wheaties firsts and records
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260:mixture baked into flakes.
252:in 1924, it is primarily a
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1017:Playing by Different Rules
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496:The Breakfast of Champions
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331:They're crispy and crunchy
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1728:Cereal Partners Worldwide
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953:"Wheaties Cereal History"
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890:Australia and New Zealand
476:and his orchestra during
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1844:Flaked breakfast cereals
1336:Charles Alfred Pillsbury
347:Early sports association
323:Have you tried Wheaties?
232:is an American brand of
1351:Adelaide Hawley Cumming
1326:Cadwallader C. Washburn
744:Stone Cold Steve Austin
655:Babe Didrikson Zaharias
504:Ties with Ronald Reagan
353:minor league baseball's
333:The whole year through.
327:Won't you try Wheaties?
1723:Betty Crocker Kitchens
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1274:April 8, 2016, at the
1269:Early Wheaties History
1011:Wojahn, Ellie (1988).
344:
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1839:General Mills cereals
1659:Natural & organic
1420:Fiber One (Fibre One)
1405:Cinnamon Toast Crunch
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957:The Great Idea Finder
750:James Chico Hernandez
562:The Mickey Mouse Club
337:And neither will you.
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271:
1044:Cross, Mary (2002).
951:Ament, Phil (2007).
885:Wheaties Fuel – 2009
772:Texas A&M Aggies
545:In the early 1950s,
470:Joltin' Joe DiMaggio
339:So just try Wheaties
45:improve this article
1745:Great Mill Disaster
1435:French Toast Crunch
1346:William de la Barre
762:Sacramento Monarchs
726:Pittsburgh Penguins
493:Eaties For Wheaties
401:stars and coaches;
364:Minneapolis Millers
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1783:Project Strato-Lab
1757:Pillsbury Doughboy
1752:Pillsbury Bake-Off
1393:Honey Nut Cheerios
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1319:Historical figures
1159:The New York Times
1124:, October 13, 2011
1013:"Choose a Partner"
780:2012 – 9-year-old
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242:prominent athletes
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1666:Annie's Homegrown
1578:Fruit by the Foot
712:1987 World Series
571:Thurl Ravenscroft
427:automobile racers
415:railroad engineer
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458:Brooklyn Dodgers
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716:Minnesota Twins
688:Mary Lou Retton
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1470:Reese's Puffs
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547:General Mills
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510:Ronald Reagan
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450:All-star game
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293:General Mills
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246:cultural icon
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62: –
61:
57:
56:Find sources:
50:
46:
40:
39:
34:This article
32:
28:
23:
22:
19:
1732:
1484:
1455:Lucky Charms
1415:Cookie Crisp
1235:. Retrieved
1231:
1222:
1210:. Retrieved
1206:
1197:
1182:
1172:
1157:
1147:
1138:
1129:
1115:
1111:
1099:. Retrieved
1095:
1085:
1073:
1063:September 4,
1061:. Retrieved
1046:
1039:
1016:
991:. Retrieved
988:Philly Voice
987:
977:
965:. Retrieved
961:the original
956:
946:
893:
866:
820:Bob Richards
814:
806:at 14 times.
676:Bob Richards
673:Pole vaulter
649:Elinor Smith
633:
622:
604:Bob Richards
600:
587:Bob Richards
580:
560:
554:
544:
540:
527:Warner Bros.
518:Chicago Cubs
507:
469:
467:
447:
443:parachutists
413:breeders; a
395:broadcasters
391:testimonials
388:
372:
367:
350:
322:
312:David Miller
301:
296:
290:
274:
249:
229:
228:
150:Product type
107:
101:October 2023
98:
88:
81:
74:
67:
55:
43:Please help
38:verification
35:
18:
1619:Häagen-Dazs
1506:Old El Paso
1410:Cocoa Puffs
1331:John Crosby
1232:Uncle Tobys
1122:NFL Network
920:Food portal
900:Uncle Tobys
856:Tiger Woods
844:Chris Evert
804:Tiger Woods
795:Ryan Dungey
682:Lee Trevino
661:Jesse Owens
589:, two-time
437:driver; an
360:Minneapolis
1828:Categories
1793:Space food
1593:Gardetto's
1207:Sanitarium
967:January 6,
939:References
896:Sanitarium
706:Doug Smith
643:Lou Gehrig
613:Jim Thorpe
523:California
478:DiMaggio's
462:Red Barber
405:stars and
384:Lou Gehrig
275:Glory Road
180:Introduced
71:newspapers
60:"Wheaties"
1773:DSV Alvin
1702:Pet, Inc.
1573:Dunkaroos
1542:Pillsbury
1530:Pillsbury
1511:Progresso
1383:Boo-Berry
1228:"Weeties"
1203:"Weeties"
724:Champion
714:Champion
635:Jazz Baby
581:In 1958,
567:Bil Baird
542:product.
474:Les Brown
435:speedboat
411:livestock
316:Jazz Baby
1707:Squeezit
1650:Bisquick
1568:Chex Mix
1516:Totino's
1485:Wheaties
1388:Cheerios
1272:Archived
1189:Archived
1164:Archived
993:July 24,
906:See also
869:spin-off
774:and the
551:Cheerios
456:and the
439:explorer
399:football
375:baseball
287:Creation
230:Wheaties
219:wheaties
124:Wheaties
1676:Lärabar
1629:Yoplait
1624:Liberté
1614:Go-Gurt
1537:Jus-Rol
1460:Nesquik
1376:Cereals
1101:May 26,
591:Olympic
488:Tagline
480:record
431:aviator
419:jockeys
278:on the
264:History
214:Website
206:Tagline
198:Markets
188: (
170:Country
85:scholar
1685:Former
1638:Baking
1563:Bugles
1556:Snacks
1494:Brands
1445:Kaboom
1054:
1027:
858:– 1998
852:– 1988
846:– 1987
840:– 1986
834:– 1984
828:– 1977
822:– 1958
441:; and
423:hunter
403:circus
308:jingle
87:
80:
73:
66:
58:
1716:Other
1607:Dairy
1475:Total
429:; an
407:rodeo
254:wheat
160:Owner
92:JSTOR
78:books
1480:Trix
1400:Chex
1239:2019
1214:2019
1103:2020
1065:2020
1052:ISBN
1025:ISBN
995:2019
969:2011
559:and
433:; a
304:WCCO
280:UTEP
258:bran
256:and
221:.com
190:1924
183:1924
64:news
1450:Kix
615:).
358:in
318:":
47:by
1830::
1230:.
1205:.
1187:.
1181:.
1162:.
1156:.
1137:.
1094:.
1023:.
1021:19
1015:.
1003:^
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955:.
902:.
533:.
445:.
425:;
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370:.
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638:)
192:)
114:)
108:(
103:)
99:(
89:·
82:·
75:·
68:·
41:.
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