Wheaties® Welcomes Football Star Adrian Peterson to Team Wheaties Family NEW LIMITED EDITION BOX HITS STORES THIS WEEK; TWO ADDITIONAL BOXES UNVEILED LATER THIS MONTH

MINNEAPOLIS, Aug. 12, 2013 /PRNewswire/ -- Wheaties today welcomes MVP Adrian "All Day" Peterson to the Team Wheaties family with three limited edition boxes, the first of which is available in stores this week. An inspiration both on and off of the football field, Peterson has overcome adversity and injury to rank among football's elite. His leadership and performance made him a natural fit for this honor.  As the latest "The Breakfast of Champions®" athlete, Peterson's first Wheaties box is available nationally in stores.  Additionally, Wheaties will be honoring Peterson with a celebratory event later this month.

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"It's an honor to add Adrian Peterson to our growing Team Wheaties family," said Jim Wilson, Wheaties marketing manager. "Adrian embodies the heart of a champion whether he's scoring touchdowns or giving back to his community. Wheaties has been committed to providing athletes with the nutrition they need to help them perform at their best for more than 85 years and we are proud to continue that tradition with Adrian Peterson."

"I remember as a kid growing up and hearing my parents tell me that I'd better eat my Wheaties," said Peterson. "I never thought that as a kid that I would actually be on the same box that once had my childhood heroes on it.  I am blessed and fortunate to have such an incredible honor. I would like to remind all of the kids that they better eat their Wheaties."

Peterson burst onto the pro football scene in 2007 with a record-breaking rookie season. In his sophomore season, he became his team's first running back to lead in rushing by setting the team record with 1,760 yards. In 2012, Peterson returned to the game after suffering a torn anterior cruciate ligament and had his best season as a professional earning him both player of the year and MVP awards. A leader off the field as well, Peterson is actively involved in the community and gives his time to numerous charitable causes.

Peterson launched his All Day Foundation in 2008 to raise awareness and funds for programs that help build a better future for at-risk-children. The Foundation promotes the well-being of at-risk kids by partnering with nonprofits and developing new programs in primary areas, including: sportsmanship and leadership, youth education and enrichment and hunger.

For these limited-edition boxes, Wheaties is partnering with Blippar, an augmented reality platform that uses image recognition technology to bring the box to life through an instantaneous, interactive experience. Wheaties customers who download the Blippar app can then "blipp" or scan the box with their iOS, Android or Blackberry 10 device and unlock exclusive hidden content including an AP video game and some sharable photo opportunities.  Fans of Peterson and Wheaties can collect all three boxes, starting with the first box in stores across the country now.

ABOUT WHEATIES
For more than 85 years, Wheaties has been committed to providing athletes with the nutrition they need to help them perform at their best. The team behind "The Breakfast of Champions" has worked for decades to learn from food scientists, health professionals and athletes about what active people need to help fuel their active lifestyles. Some of the greatest athletes in American history have been honored by this first-ever whole grain breakfast cereal. To view a timeline of Wheaties Champions over the decades, visit www.wheaties.com.

The Breakfast of Champions and Wheaties are registered trademarks of General Mills

SOURCE Wheaties



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