General Mills has unveiled an 'energy' variant of its Wheaties cereal range for the US market.

Wheaties Fuel, developed with the help of a number of US athletes, is a "lightly sweetened, crunchy whole wheat flake", the company said today (9 September), with granola and crispy rice, with cinnamon and honey.

General Mills claims the cereal features "long-lasting energy" from whole grain and 100% of the Daily Value of five B-vitamins to help the body release energy from food.

Collector's edition boxes of the Wheaties Fuel are available for purchase from today online at

"We're excited to bring the first-ever cereal designed specifically to help fuel athletic performance to the market place," said Dan Stangler, marketing manager for Wheaties. "Wheaties Fuel takes advantage of the advances in science of the past 85 years and leverages the expertise of champion athletes, a leading sports nutritionist and everyday athletes, to create a product that will be fuelling wins for the next 85 years."

To run alongside the launch, General Mills is offering consumers an opportunity to win two tickets to the 2010 NBA All-Star Game in Dallas, Texas, as well as other prizes.