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Eight-time Olympic medalist Michael Phelps will be featured on the front of Kellogg’s Frosted Flakes and Corn Flakes boxes beginning next month, rather than on the iconic General Mills cereal that is more generally known for featuring sports greats.
The boxes will feature images of Phelps during what were some of the most memorable moments of this summer’s Olympic Games, according to Kellogg.
Phelps, who holds the world record for winning the most medals in a single Olympics Games, also has deals with Omega, Speedo, PowerBar, AT&T, and Argent Mortgage, writes Brandweek.
The athlete has drawn sharp criticism from health experts, who are worried about the message the box will send to children. “I would not consider Frosted Flakes the food of an Olympian,” nutritionist Rebecca Solomon of Mount Sinai Medical Center is quoted as saying in the New York Daily News. “I would rather see him promoting Fiber One. I would rather see him promoting oatmeal. I would even rather see him promoting Cheerios.”
Kellogg is an official sponsor of the 2008 U.S. Olympic Team. The company spent $14.4 million advertising Frosted Flakes last year, according to Nielsen Monitor-Plus.
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