Wheaties Energy Crunch and Tiger Woods Announce Search for Everyday Champions.

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ORLANDO, Fla.--(BUSINESS WIRE)--April 19, 2001

New addition to the Wheaties lineup

will feature search winners on its packages

For more than 75 years, Wheaties has been known as "The Breakfast of Champions," with American sports icons such as gold medalists, Super Bowl MVPs and World Series heroes gracing the front of the familiar orange box. Now Wheaties is launching a new cereal--Wheaties Energy Crunch--"The Breakfast of Everyday Champions." To introduce the new cereal, which helps provide lasting energy for active, healthy lifestyles, golf great Tiger Woods will help honor everyday champions from across the country and give five deserving people the opportunity to appear on its packaging.

The Wheaties Energy Crunch Search for Everyday Champions will recognize heroes who excel both athletically and in their communities. Through a nationwide grassroots search, Wheaties Energy Crunch will identify and honor one everyday champion from each of the 50 states. The search will culminate in November when one grand-prize winner and four other finalists will be selected to appear on the Wheaties Energy Crunch box in 2002.

Woods, who himself has graced the cover of Wheaties boxes numerous times since he became the brand's primary spokesperson in 1998, is spearheading the search.

"I know what an honor it is to appear on the original orange Wheaties box--The Breakfast of Champions--and now with Wheaties Energy Crunch, everyday champions from across the country will get a chance to join me on breakfast tables everywhere," said Woods.

Individuals can nominate themselves or others by submitting an essay of up to 300 words explaining how they or the person they are nominating is an everyday champion. Entries will be judged on 1) how this individual demonstrates a balanced life while achieving compelling athletic accomplishments and outstanding volunteer community service, and 2) originality of the essay. People can enter either via the official search contest web site at www.WheatiesEnergyCrunch.com, or by mailing their essay to Search for Everyday Champions, P.O. Box 2226, New York, NY 10116, by September 14, 2001. Complete details and official entry rules also are available on the web site.

One semi-finalist will be chosen from each of the 50 states. From there, five finalists will be chosen. Finally, the grand-prize winner will be announced in November. The winner will appear on the front of the Wheaties Energy Crunch box in 2002. In addition, the winner will receive $5,000 and Wheaties Energy Crunch will donate $25,000 to the winner's charity of choice. The four runners-up will have their image appear on the back of the Wheaties Energy Crunch box. They also will each receive a check for $2,500; General Mills will donate $2,500 to the charity of their choice.

With its delicious mix of honey-toasted whole-grain flakes, crunchy protein clusters and almonds, Wheaties Energy Crunch delivers the energizing combination of six grams of protein, complex carbohydrates, and energy-releasing B vitamins. The newest member of the Wheaties family should be available in the next month on most grocers' shelves with a suggested retail price of $3.69 for a 15.25-ounce box.

Wheaties began its association with sports in the mid-1930s with a sign on the left field wall at old Nicollet Park in south Minneapolis. General Mills' broadcast deal with the minor league Minneapolis Millers included the large signboard that Wheaties would use to introduce its new advertising slogan: "Wheaties--The Breakfast of Champions." From that rather humble beginning, Wheaties has built a storied 75-plus-year sports heritage that includes package and advertising appearances by many of the greatest athletes of all time.

Other members of the Wheaties family include original whole-grain Wheaties, Frosted Wheaties and Wheaties Raisin Bran.

Wheaties(R), Wheaties Energy Crunch(R), Frosted Wheaties(R), Wheaties Raisin Bran(R) and The Breakfast of Champions(R) are registered trademarks of General Mills, Inc.

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