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Bruce Jenner Still a ‘Respected Member of Team Wheaties,’ Cereal Company Says

General Mills expresses its support for former Olympian following his transition announcement

Good news, Bruce Jenner: Wheaties has your back as you make the transition of a lifetime.

General Mills, the company behind the cereal dubbed the “Breakfast of Champions,” has voiced its support for the former Olympian, who recently announced he’s transitioning from male to female.

“Bruce Jenner continues to be a respected member of Team Wheaties,” a spokesman for General Mills told TheWrap in a statement on Thursday.

Jenner famously appeared on the Wheaties box in the 1970s at the apex of his Olympic fame.

Last week, Jenner, 65, revealed his transition to Diane Sawyer on ABC’s “20/20,” telling Sawyer, “Yes, and for all intents and purposes, I am a woman.”

Jenner added, “It’s going to be tough. I’ve been thinking about this day forever and what I should do with my life … How do I tell people what I’ve been through? Today is that day, and I get to choose.”

In the days since his revelation, Jenner has received support on multiple fronts, with GLAAD saying that Jenner’s journey “will impact and inspire countless people.”

The impact has also been felt in the marketplace; as reported by TheWrap, the price of Jenner-related memorabilia has skyrocketed on eBay since his “20/20” interview. That includes, yes, the Wheaties boxes that Jenner appeared on, with one box listing a price of $265 this week.

Definitely something to chew on.

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