Jan 31, 2018 • By

Throwing it back to Quarterback Crunch

Many quarterbacks have been the star of “The Big Game” over the years. With our hometown of Minneapolis, Minnesota, hosting this year’s event, we thought it was a good time to look back at a cereal that also put the QB in the spotlight.

In 1994 our Wheaties team kicked around a new idea for a sporty new cereal that celebrated the crucial quarterback position in American football.

Quarterback- Crunch-Wheaties-1994-ad

Wheaties Quarterback Crunch cereal hit the shelves in the U.S. in the fall of 1994 for a brief, limited edition run. The cereal debuted at the start of the football season.

Wheaties Quarterback Crunch was a sweetened cereal with wheat and corn puffs that looked like mini footballs. Following the success of Wheaties Dunk-A-Balls, a cereal with the shapes of mini basketballs, Wheaties Quarterback Crunch used the same innovative technology that placed lines on puff cereals. Brown or red lines were added to the mini football shaped puffs to resemble the seams on a football.
Quarterback-Crunch-Lined Puffs-1994-spoon
And the box had game.

Wheaties Quarterback Crunch encouraged kids to play with their food by using their fingers to “kick” the mini footballs into their cereal bowl through goal posts that could be cut and assembled from the cereal box. One point was awarded for going through the goal posts and two points were awarded if you made it into your cereal bowl.

“Adding excitement to the breakfast table, kids can be a part of the action and play along with their favorite football team during the 1994-95 season,” said Melissa Edison, an assistant marketing manager for Wheaties, at the time. Wheaties Quarterback Crunch was easily, “The Breakfast of Champions for Kids” as stated on the front of every limited-edition box.

Wheaties has a long history with sports going back to 1934 when the first real life athlete, Lou Gehrig, appeared on the back of the Wheaties box. It was a long wait for a football player to make it (Walter Payton, on the front of the box, in 1986).

Wheaties Quarterback Crunch was special because it was able to capture the long sports heritage of the Wheaties brand and cater to Americans’ growing devotion to football. It even gave kids a special Wheaties of their own.

However, it was short lived. The cereal retired quickly after the 1994-95 football season ended.

Now, like other quarterback legends of the game, we can only reminiscence about the good old days of eating a bowl of Wheaties Quarterback Crunch and watching “The Big Game.”

Discover more about our past on GeneralMills.com or in the History category here on “A Taste of General Mills.”

Have an idea for a story you’d like to see on “A Taste of General Mills”? Email us at contact.blog@genmills.com.

Subscribe to “A Taste of General Mills” by email – here – and we’ll notify you about our latest posts.