Wheaties: Breakfast Of Champions, Vitamin Of Breakfast-Skippers

Well, this article in USA Today is a few months old, but strolling through CVS this weekend, I saw Wheaties multivitamins for the first time. Next to the “Total” multivitamins. I had no idea such products existed.
It is a very interesting brand extension, especially for breakfast skippers like me. Mostly, it’s the packaging that stands out in a sea of multivitamin sameness.
Essentially, General Mills, maker of the cereals, licensed the brands to a company called Lenier Health Products, who makes the vitamins. Sure beats trying to build a brand from scratch.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.