But one thing Williams has never done is grace the cover of a box of Wheaties—until now. With the slogan “The Breakfast of Champions,” General Mills has been celebrating extraordinary ...

Former NBA star Shaquille O'Neal tells us why he didn't sign a deal with Wheaties, even though they asked him twice, and how he chooses his endorsements. The following is a transcript of the video.

It’s still a thrill and an honor for Olympics athletes to appear on the Wheaties box, but their images apparently aren’t doing much to sell the cereal: The 91-year-old brand is lagging behind ...