Pete Rose, Now Appearing on a Cereal Box Near You

Pete Rose may be struggling at the plate these days, but he’s becoming a hit in the cereal section of grocery stores.

The Cincinnati Reds player-manager has been chosen to grace boxes of Wheaties cereal for the next few months, as he approaches one of baseball’s most treasured records.

Following the All-Star break, Rose needed just 35 hits to break Ty Cobb’s all-time mark of 4,191. Barring a major-league players’ strike, he’s expected to zero in on the mark in late August.

The 44-year-old switch-hitter is batting like he hasn’t had his Wheaties in recent weeks, slumping from .293 to .262. Prior to the break, he has just eight hits in his last 49 at-bats.

General Mills, which markets Wheaties, chose Rose because of his accomplishments, which include being selected for this year’s All-Star Game in Minneapolis.

“Wheaties has a long-time history of being associated with sports figures,” said Cathy Newton, communications supervisor for General Mills. “Pete is a champion and Wheaties is the Breakfast of Champions.”

Rose said General Mills approached him several months ago about appearing on the boxes. He’ll also star in a Wheaties television commercial that are now being broadcast.

The commercial was filmed at Riverfront Stadium and is similar to the one featuring U.S. Olympic gold medal gymnast Mary Lou Retton, who also graces Wheaties boxes.

“It shows me in some action shots and eating Wheaties, with some music playing in the background,” Rose said. “I didn’t have to say much of anything at all.”

Rose will temporarily supplant Retton on the boxes. Retton remains a Wheaties spokeswoman, which requires her to make appearances around the country on behalf of the cereal maker. Rose is merely making an endorsement.

“I’m not replacing her,” Rose said. “I’m just doing a little thing for four or five months. She’s got a three-year contract with them, so I’m definitely not replacing her.”

The new box featuring Rose already is available at some grocery stores.

Newton said Rose had to sign an affidavit stating he indeed eats Wheaties.

“People cannot endorse these products unless they truly use them,” she said.

Rose said he eats Wheaties regularly.

“Sure, ever since I was a kid,” he said.