Who Owns Wheaties?
Wheaties is owned by General Mills (NYSE: GIS). Introduced in 1922, Wheaties is one of the oldest continuously produced breakfast cereals in the United States. It is best known for its "Breakfast of Champions" tagline and long tradition of featuring notable athletes on its orange box covers, beginning with Lou Gehrig in 1934.
Parent Company
General Mills, Inc.
Founded
1922
Status
Private
Headquarters
Minneapolis, Minnesota, USA
Who Owns Wheaties?
- Parent Company: General Mills, Inc.
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: NYSE: GIS
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Wheaties | General Mills, Inc. | Wholly owned |
History of Wheaties
- Founded: 1922
- Founders: General Mills
Wheaties was introduced in 1922 by the Washburn-Crosby Company, which merged into General Mills in 1928. The cereal quickly became a major national brand.
The "Breakfast of Champions" tagline was introduced in 1933, positioning the cereal around wholesome nutrition and athletic performance. In 1934, General Mills placed New York Yankees first baseman Lou Gehrig on a Wheaties box, beginning the tradition of featuring athletes that has defined the brand's identity for more than 90 years.
Over the following decades, Wheaties boxes have featured hundreds of athletes including Michael Jordan, Mary Lou Retton, Tiger Woods, Serena Williams, Muhammad Ali, and Walter Payton. Being featured on the Wheaties box became a cultural shorthand for athletic greatness in American culture.
A "Wheaties box moment" became an idiom representing the highest public recognition of athletic achievement. General Mills has continued the tradition in contemporary marketing and periodically runs consumer competitions for fans to vote on which athletes receive the cover treatment.
About General Mills, Inc.
What does General Mills own?
General Mills owns a portfolio of consumer food brands including Cheerios, Lucky Charms, Wheaties, Cinnamon Toast Crunch, Betty Crocker, Pillsbury, Haagen-Dazs, Nature Valley, Yoplait, Totino's, Old El Paso, Annie's, and Blue Buffalo pet food. The company operates in more than 100 countries and sells products across breakfast cereals, snacks, baking, frozen foods, yogurt, and pet food categories.
Is General Mills publicly traded?
Yes, General Mills, Inc. is listed on the New York Stock Exchange under ticker GIS. The company has been publicly traded for decades and has paid dividends continuously for more than 125 years. Major institutional shareholders include Vanguard Group, BlackRock, and State Street. General Mills has no single controlling shareholder.
Who founded General Mills?
General Mills was formed in 1928 through the merger of Washburn-Crosby Company and several other flour milling companies. Washburn-Crosby Company was founded in 1866 by Cadwallader Washburn and John Crosby in Minneapolis, Minnesota. James Ford Bell led the 1928 merger that created General Mills. The company's origins in flour milling trace to the 1860s, making it one of the oldest consumer food companies in the United States.
Where is General Mills headquartered?
General Mills is headquartered in Minneapolis, Minnesota, USA. The company has maintained its headquarters in the Minneapolis area since its founding, reflecting the city's historical importance as a center of flour milling and food processing. General Mills operates manufacturing facilities across the United States, Canada, Europe, Latin America, Asia Pacific, and other regions.
How many brands does General Mills own?
General Mills owns more than 100 consumer food brands across breakfast cereals, snacks, baking products, frozen foods, yogurt, and pet food. Key brands include Cheerios, Betty Crocker, Pillsbury, Haagen-Dazs, Nature Valley, Yoplait, Lucky Charms, Totino's, Old El Paso, Annie's, and Blue Buffalo. The company sells products in more than 100 countries worldwide.
Who owns General Mills?
General Mills, Inc. is publicly traded on the NYSE with a broad institutional and retail shareholder base. No single shareholder holds a controlling stake. Major institutional shareholders include Vanguard Group, BlackRock, and State Street. Jeff Harmening serves as Chairman and CEO. General Mills has no founding family or private equity controlling shareholder.
- Founded: 1928
- Headquarters: Minneapolis, Minnesota, USA
- Company Type: Publicly Traded
- Stock: NYSE: GIS
- Revenue: approximately $19.0 billion (FY2025, ended May 2025)
- Employees: Approximately 34,000
Where Is Wheaties Made / Based?
- Headquarters: Minneapolis, Minnesota, USA
Brands Owned by General Mills, Inc.
- Annie's - American brand of organic and natural food products including mac and cheese, sn...
- Cheerios - Iconic American breakfast cereal brand consisting of toasted oat-shaped O's, kno...
- Häagen-Dazs - Premium ice cream brand owned by Nestlé, known for high-quality ingredients and ...
- Lucky Charms - American oat and marshmallow breakfast cereal owned by General Mills, introduced...
- Totino's - Frozen pizza brand owned by General Mills, known for party pizzas and budget-fri...
- Yoplait - French yogurt brand owned by the SODIAAL dairy cooperative, with the US commerci...
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Wheaties on AmazonCompetitors to Wheaties
No direct competitors found in the same category. This could be because Wheatiesoperates in a unique market segment or we're still building our competitor database.
General Mills, Inc. Stock Information
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