News Releases

May 17, 2010

Wheaties Fuel Makes Introduction into Motorsports


MINNEAPOLIS, Minn. - Wheaties Fuel, Clint Bowyer and the No. 33 Richard Childress Racing team hope that new colors will help fuel them to a win in Indianapolis this summer. Today, the team announced that a black and orange Wheaties Fuel-themed No. 33 Chevrolet will be the primary colors for driver Clint Bowyer during the annual Brickyard 400 on Sunday, July 25. This is the first time that Wheaties Fuel will be a primary sponsor in the Cup Series.

Fans with access to the Charlotte Motor Speedway infield will be able to preview the car this Friday morning outside the media center located in the center of the speedway. The car will be on display for a limited time beginning at 10 a.m. (ET), in conjunction with the unveiling of a Wheaties commemorative box honoring a racing legend. 

“Wheaties FUEL was engineered to deliver long-lasting energy,” said David Clark, vice president for Wheaties. “It’s a perfect match to bring the Wheaties Fuel colors to Indianapolis this summer to help Bowyer and the No. 33 team compete in one of the most prestigious races of the season.”

Wheaties Fuel, which was developed with the help of Peyton Manning, triathlete Hunter Kemper, Kevin Garnett, gold medal-winning decathlete Bryan Clay, Albert Pujols and sports nutritionist Dr. John Ivy, was designed to help meet the nutritional needs of today’s champion athletes. 

Indianapolis is known as a place where champions are born and legends are made. The Brickyard 400 is considered a crown jewel of the race season and a great accomplishment for any driver to win.

“RCR was honored to run a Wheaties paint scheme on the No. 3 car in 1997, and we’re equally honored to have Clint Bowyer run the Wheaties Fuel scheme on the No. 33 this year,” said Richard Childress, president and CEO of Richard Childress Racing. “It’s great to be connected with such an iconic brand, creating a new identity with a new generation.”

“Indianapolis is one of the most historic venues in all of motorsports, where only the best of the best have earned victories,” said RCR driver Clint Bowyer. “Everyone in the garage wants to win this race. The No. 33 team, fueled by Wheaties Fuel, is prepared to give it their all so we can be the ones kissing the bricks after the checkered flag waves.”

For more information on Wheaties and the Wheaties FUEL evolution visit And, become a Breakfast of Champions fan on to receive exclusive content and more.

The Breakfast of Champions® and Wheaties® are registered trademarks of General Mills.

About General Mills
One of the world's leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Progresso, Cascadian Farm, Muir Glen and more. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2009 global net sales of US$15.9 billion, including the company’s $1.2 billion proportionate share of joint venture net sales.

For more information, contact:

Shelly Dvorak
Wheaties Public Relations
763-764-6451 or

Jeff Dennison
Breaking Limits
704-252-3356 or