Wheaties, the Breakfast of Collectors : Keeping Up With New Boxes Is the Challenge

Each year, he spends more than $3,000 buying cereal he does not eat. A 61-year-old used-car salesman, he publishes a newsletter called “Cereal Killers,” has “CRL KLR 1” for a license plate and operates a Web site called Wheaties Box Collectibles (https://www.geocities.com/colosseum/loge/4163/ ).

“I have over 400 Wheaties boxes--and a sympathetic wife,” says Ron, who does not give his last name because, he says, he is into Wheaties boxes “for the hobby, not ego.”

Ron is one of hundreds of collectors around the country who are sure to purchase the new Muhammad Ali box, which made its debut this month in honor of the cereal’s 75th anniversary. It marked the first time a boxer had appeared on Wheaties, which historically has featured more mainstream sports such as football, basketball and baseball (though equestrians, even circus performers also have been pictured).

“We change the athlete on the box just to keep it fresh and exciting and to build a sports heritage,” explains Wheaties spokeswoman Pam Becker.

Since 1924, when the cereal came to market as Washburn’s Gold Medal Whole Wheat Flakes, more than 500 sports celebrities have appeared on the package, which makes collecting them a real challenge.

“Wheaties has gone crazy,” says Ron, who estimates that General Mills issued 30 different boxes last year.

Indeed, the breakfast of champions used to come in just one flavor, but the company added Frosted, Maple and Crispy Wheaties ‘n Raisins versions in the last decade. It also expanded its size options to include single-serving, 12-, 18- and 24-ounce packages. Further compounding the problem is the company’s policy of issuing packages that are available regionally.

In 1987, the Minnesota Twins, from General Mills’ hometown of Minneapolis, won the World Series. In celebration, the company put the team on the box and made it available in Minnesota only. Regional championship boxes are now a company trademark.

“I have friends in every major league city,” says Ron, who trades with other collectors around the country.

Michael Jordan, a Wheaties spokesman for 10 years (his contract ended in spring 1998), has appeared on Wheaties more than any other athlete--17 times. The first Jordan box is worth $200 and will likely become more valuable now that Jordan has retired.

As with all collectibles, though, condition is key. “We refer to the stock boys as stone hands,” Ron says. “They squeeze the boxes and push ‘em front to back. If I find a box that was squeezed and has a razor-blade mark on it, I wouldn’t touch that with a 10-foot pole.”