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Olympic athletes grace cover of cereal boxes General Mills Canada, maker of Cheerios, is adding seven Canadian Olympic athletes to its Team Cheerios roster and is featuring them on Olympic edition Cheerios boxes and product packaging across Canada. The boxes pay tribute to a cross-section of Olympic hopefuls and hit store shelves yesterday. The Canadian athletes who will grace the Olympic packaging include: Mark Boswell, High Jump; Alexandre Despatie, Diving; Perdita Felicien, Hurdles; Emilie Heymans, Diving; Joanne Malar, Swimming; Mike Mintenko, Swimming; and Jill Savege, Triathlon. The company currently sponsors Daniel Igali, the 2000 Olympic Gold Medallist (Freestyle Wrestling) who is headed to Athens. Cheerios' sponsorship of Igali started in 2000 prior to his Olympic appearance. "These athletes join a list of prominent Canadian athletes who have been featured on Cheerios boxes and General Mills product packaging," said Christi Strauss, President, General Mills Canada. "We are very proud to be partnering with each of them and Canada's Olympic team. They are each incredible competitors and excellent role models and we wish them success in their quest for gold in Athens." "Being featured on the front of a Cheerios box is a great honour," said Mark Boswell, Canadian high jumper. "There's a strong and exciting legacy of great athletes who've graced the box cover. I am excited about my partnership with Cheerios and am very thankful for the support." Cheerios has a long-standing tradition of supporting Canada's Olympic movement. General Mills Canada, makers of Cheerios, has been an official sponsor of the Canadian Olympic Committee (COC) since 1997. Since that time it has sponsored a variety of individual athletes and Olympic teams in their quest to win Olympic gold. "We are extremely proud of our Olympic commitment. Just as Cheerios contributes to the growth and development of Canadian families, we believe that our Olympic involvement helps support the further growth and development of Canada's Olympic family," added Strauss. The Team Cheerios roster features athletes who exemplify the Olympic spirit. The special edition designs include athlete images on product packages. Brands such as Cheerios, Apple Cinnamon Cheerios, Frosted Cheerios, Honey Nut Cheerios, MultiGrain Cheerios, Oatmeal Crisp, Cheerios Snack Mix, Bugles and Nature Valley Granola Bars (Nature Valley Crunchy, Yogurt & Trail Mix varieties) will feature the athletes. The cereal boxes also include biography highlights. See 'Competing' P.# Con't from P.# "Competing in the 2000 Olympic Games in Sydney fulfilled a life-long dream. The fact that I now have a chance to live my dream all over again in Athens is just an incredible feeling," Mike Mintenko. "I've come a long way in the time since Sydney, and I'm confident I have what it takes to bring home a medal for Canada." This is the second time that athlete Alexandre Despatie will be featured on a special edition Cheerios box. He was first featured in 2000, following his appearance as the youngest Gold Medallist ever at the Commonwealth Games and leading up to the 2000 Sydney Olympics. Over the years, General Mills has sponsored a number of individual athletes and teams. Other athletes who have graced the cover of special-edition Cheerios boxes include Cassie Campbell, Catriona Le May Doan, Jamie Salé, David Pelletier, Martin Brodeur and Steve Yzerman, Daniel Igali, Simon Whitfield and Shae-Lynn Bourne and Victor Kraatz. Established in 1954, General Mills Canada Corporation is based in Mississauga, Ontario, with regional offices in Vancouver, Calgary, Montreal and Halifax. The company is best known for the many quality brands purchased by Canadian consumers each day. The company's flagship brand Cheerios is Canada's No. 1 cereal brand and accounts for over 10% of all cereal purchases. Other popular brands made by General Mills include Betty Crocker, Pillsbury, Green Giant, Hamburger Helper and Old El Paso.
