Breakfast of Champions Bar

General Mills brings the iconic 85-year-old Breakfast of Champions brand to the bar category with the introduction of Wheaties FUEL energy bars. Developed specifically for c-stores and co-created with five of today’s elite athletes and a leading sports nutritionist, each 2.26-ounce bar delivers 15 grams protein and 100% of the daily value of five B vitamins. The new bars are available in Chocolate Peanut Butter and Double Chocolate and have a suggested retail price of $1.89.

General Mills
(877) 871-3835 or


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