Downfall of an American icon: In the 1960s, Wheaties (GIS) represented nearly 7% of all cereal...

|By:, SA News Editor
Downfall of an American icon: In the 1960s, Wheaties (GIS) represented nearly 7% of all cereal sold in the U.S., but today its market share is a puny 0.5%. It seems the "breakfast of champions" is too healthy for junk food lovers yet not healthy enough for the health food crowd. Ironically, GIS is cannibalizing its own product, as Wheaties loses business to its own product lines such as Cheerios.