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Wheaties Extends Packaging Partnership With Simone Biles


Minneapolis-based Wheaties has extended its partnership with Simone Biles to launch the gymnast’s second Wheaties box cover, which will feature her adoption story – the catalyst for her support and advocacy for kids in foster care.


Biles’ first Wheaties box cover was announced in June as the finale box of the 100th anniversary century series and year-long commemorative celebration. To read the full story presented by The Shelby Report, click here.

Wheaties commends Biles for breaking barriers in her sport, in addition to making other contributions to the world at large. Biles uses her platform to advocate for mental health reform and to support efforts to provide education and assistance to children in adoption and foster care systems.  

“Simone is so much more than an awe-inspiring gymnast – she’s an advocate, a teammate, a role model and the embodiment of both the future of sports and a Wheaties Champion,” said Kathy Dixon, senior brand experience manager for Wheaties

To celebrate the partnership and unveil the new cover, Wheaties and Biles hosted a Breakfast of Champions Event on Jan. 19 at her hometown Houston-area gym in partnership with Friends of the Children – a national nonprofit committed to ongoing mentorship of youth. Youth from the Friends of the Children Houston network were able to eat breakfast, chat and hang out with Biles and then join a question and answer session with the gymnast.  

Fans can find Simone’s new Wheaties box on shelves nationwide for $6.19 beginning mid-January. 

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