FOOD

Wheaties Unveils Football MVP Jalen Hurts as the Newest Champion of the Iconic Orange Box

From childhood breakfast to game day ritual, Jalen Hurts’ love of Wheaties made him the perfect choice for this year’s box cover.

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MINNEAPOLIS, MN — Wheaties announced today that its newest legendary orange box will feature Philadelphia quarterback and champion Jalen Hurts. From being a hometown hero to Big Game stand-out, Hurts exemplifies what it means to be a Wheaties Champion, uplifting his team and strengthening his community through service, youth mentorship and support for Philadelphia schools.

"Wheaties was a staple in my childhood,” said Hurts. "To go from grabbing a bowl of Wheaties and following the icons on the box to now being featured myself is truly humbling and surreal."

For more than 100 years, the iconic Wheaties box has featured prominent athletes on the cover, honoring what it means to be a Champion on and off the field — recognizing those who are the best at their sports, have broken barriers and made significant contributions to their communities and the world at large.

“Jalen is the true embodiment of a Wheaties Champion — paying forward the lessons he learned from mentors who guided his journey to uplift the next generation,” said Emilie Knox, Vice President and Business Unit Director for Wheaties. “That spirit of resilience and giving back is exactly why we’re so proud to feature him on the cover of this limited-edition box.”

Hurts’ football career has been defined by resilience, perseverance, and triumph. After standout college seasons, he went on to play professionally in Philadelphia in 2020. Defying early odds as a second-round draft pick, he rose to become the team’s starting quarterback, leading them to the Big Game in 2023 and then again in 2025, where he won his first professional championship and was honored for his outstanding performance. Hurts has had many impressive accomplishments throughout his professional career — from All-Pro quarterback to being named Bert Bell Professional Player of the Year in 2022.

Off the field, Hurts’ commitment to community has been just as powerful. He founded the Jalen Hurts Foundation to provide young people from all walks of life with the resources and support they need to maximize their full potential. Through the foundation, Hurts has donated $200,000 to improve classroom environments for thousands of students, including funding 300 air-conditioning units across Philadelphia schools. He regularly uplifts patients at Children’s Hospital of Philadelphia and champions opportunities for girls in sports and women in the sports industry - efforts that earned him the title of 2024 Philadelphia Citizen of the Year. At every step, Hurts’ leadership is defined by giving back and creating opportunities for the next generation.

Hurts’ limited-edition Wheaties Box will be available at retailers nationwide in November. Read more about The Jalen Hurts Foundation and head to wheaties.com for more about the new Wheaties Champion.

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Jalen is the true embodiment of a Wheaties Champion — paying forward the lessons he learned from mentors who guided his journey to uplift the next generation. That spirit of resilience and giving back is exactly why we’re so proud to feature him on the cover of this limited-edition box.

Emilie Knox

Vice President and Business Unit Director, Wheaties

About Wheaties

Wheaties is an iconic brand that has been a part of American culture for 100 years. In 1934, Wheaties honored Lou Gehrig as its first cover athlete and has celebrated champions on its iconic orange cereal boxes ever since. Some of the greatest athletes in history have been honored on Wheaties boxes. The team behind “The Breakfast of Champions” has redefined what it means to be a Champion and to champion, reserving its cover for athletes who are using their sports platform for something greater. Wheaties believes the world needs more champions who champion. To view more about Wheaties, or shop for products, visit wheaties.com.

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. General Mills generated fiscal 2025 net sales of U.S. $19 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion.

Contact

General Mills Communications
763-764-6364
Media.Line@genmills.com

Edelman
Carolina Cepeda
305-337-1879
Carolina.Cepeda@edelman.com

Wheaties Unveils Football MVP Jalen Hurts as the Newest Champion of the Iconic Orange Box

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About Wheaties

About General Mills

Contact

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Wheaties Unveils Football MVP Jalen Hurts as the Newest Champion of the Iconic Orange Box

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