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...
Where to Buy
Disclosure: We may earn commission from purchasesCompetitors to Wheaties
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Nestle | Switzerland | 1921 | Mass market | Global | All-ages | |
| Mondelez International | United Kingdom | 1824 | Mass market | Global | All-ages | |
| Mars Inc | USA | 1921 | Mass market | United states | All-ages | |
| Pepsico | USA (PepsiCo headquarters) | 1964 | Mass market | Global | All-ages | |
| Wonderful Company | USA | 1996 | Premium | Global | All-ages | |
| Pepsico | USA | 1961 | Mass market | United states | All-ages |
Learn More About Competitors

Baby Ruth
Owned by Unknown Company
Chocolate candy bar brand owned by Nestlé, featuring peanuts, caramel, and chocolate.

Cadbury
Owned by Mondelez International
British multinational confectionery brand known for chocolate bars, Dairy Milk, Creme Eggs, and other confectionery products.

Cheez-It
Owned by Mars, Incorporated
American brand of cheese cracker snacks originally made by Kellogg's Kellanova division, now owned by Mars, Incorporated.

Doritos
Owned by PepsiCo
American brand of flavored tortilla chips produced by Frito-Lay, a subsidiary of PepsiCo, known for its bold flavors and triangular shape.

Fiji Water
Owned by Unknown Company
American bottled water brand sourcing artesian water from an underground aquifer in Viti Levu, Fiji, known for its distinctive square bottle and premium positioning.

Frito-Lay
Owned by PepsiCo
American brand of snack foods including corn chips, potato chips, and savory snacks, serving as the snack foods division of PepsiCo.
Competitive Analysis
Market Positioning: Wheaties competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
General Mills, Inc. Stock Information
Jobs at General Mills, Inc.
Latest News About Wheaties
Related Articles About Wheaties
View more articlesWho Owns the Breakfast Cereal Industry
Kellogg's, General Mills, and Post dominate every supermarket cereal aisle. Here is a complete map of who owns the breakfast cereal industry, which brands belong to each company, and how this market became a three-player oligopoly.
The History of General Mills: From Flour to Fortune
General Mills started as a flour milling company in 1856. Today it owns Cheerios, Pillsbury, Betty Crocker, Häagen-Dazs, Nature Valley, and Blue Buffalo. Here is the full story of how it got there.
Who Owns the Yogurt Market
Danone dominates global yogurt, but Chobani, General Mills, and private label have captured huge shares in the US. Here is the complete ownership map of the yogurt market, from Activia and Oikos to Chobani and Siggi's.
People Also Searched
Discover popular brands and companies in the Food & Beverage category and related searches from other users.

7 Up
American lemon-lime flavored carbonated soft drink brand known for its crisp, clean taste and caffeine-free formula.

Activia
Global functional yogurt brand owned by Danone, formulated with the proprietary Bifidus ActiRegularis culture and marketed for its gut health benefits. Sold in approximately 70 countries.

AHA
Flavored sparkling water brand owned by The Coca-Cola Company, offering zero-calorie hydration with natural flavors.