Wheaties and ACSM Partner with Fitness Message

In its first partnership with a cereal brand, the American College of Sports Medicine will promote health and fitness on millions of Wheaties cereal boxes beginning this month.

The objective of the partnership is to combine Wheaties' expertise in nutrition information with ACSM's knowledge in fitness.

Wheaties and ACSM partner in nutrition and fitness

"We hope to have a rather long relationship ship with ACSM," Brian Kittelson, marketing manager for Wheaties, said. "Their objectives and our objectives fit together very well and we're going to be able to introduce a whole other group of people to the expertise of ACSM."

Content printed on the boxes will offer the latest fitness information, practical health and fitness tips, and science advances related to fitness. The content will also be featured on the Wheaties Web site at www.wheaties.com. In July ACSM's logo will appear on the front of the Wheaties' boxes.

Wheaties, owned by General Mills, and Indianapolis, IN-based ACSM—which advances and integrates scientific research to provide educational and practical applications of exercise science and sports medicine—will also offer a free e-bulletin to subscribers that will provide additional fitness information.