If you haven't eaten Wheaties since Mary Lou Retton graced the box, General Mills would like to win you back.
CNBC reports that General Mills has a new, male-targeted, high-test Wheaties in the works. Sports business reporter Darren Rovell notes that the 85-year old "Breakfast of Champions" is no longer so, having been supplanted by the protein bars and vitamin drinks that fuel modern athletes.
Rovell says he's heard GM has talked to a variety of athletes including Peyton Manning, Derek Jeter, and Kevin Garnett, though a General Mills spokeswoman said that the rumors "are not accurate." I'm hoping GM will soon release info on what they have in the works--I'm not a part of the ultimate-fighting, Red Bull guzzling demographic the new cereal might attract, but it does seem like a good idea.