Wheaties Puts Palmeiro on Box

CHICAGO General Mills will help celebrate Hispanic Heritage Month with a new special-edition Wheaties package featuring Rafael Palmeiro of the Texas Rangers.

The package will be available nationally this week. Marketing will support the effort but was not detailed.

Palmeiro, who will be featured on the package through Oct. 15, joined Major League Baseball’s elite hitters earlier this season when he hit his 500th career home run, only the 19th player in history to achieve that mark.

“Raffy represents the best ideals that Wheaties stands for,” Brian Kittelson, Wheaties marketing manager, said in a statement. “He continues to quietly put up incredible numbers that will one day distinguish him as one of the best players of our time.”

“It’s a great privilege for me to appear on the Wheaties box, especially as we celebrate Hispanic Heritage Month,” Palmeiro said. “To join the remarkable list of great baseball players who have been on the Wheaties box through the years is a big thrill.”

—Brandweek report