外刊阅读 | 斯密森尼杂志 | 麦片如何成为“冠军早餐”

Delegating responsibility to each governing body is meant to ensure that those who know the sport best are the ones to decide how to balance inclusion, fairness and safety.

body   n.团体，机构

将责任下放给每个管理机构，是为了确保那些最了解这项运动的人来决定如何平衡包容性、公平性和安全性。

How Wheaties Became the ‘Breakfast of Champions’

麦片如何成为“冠军早餐”

1

In 1956, Bob Richards of the United States accomplished something no other male Olympian had ever done before or since: he won a second gold medal in the pole vault.Two years later, Richards had another first: he was featured on the front cover of Wheaties. Prior to that year, athletes were only shown on the back of the cereal boxes.For 100 years, Wheaties has been a source of morning nutrition and wholesomeness for Americans. The wheat-and-bran mixture of flakes has fueled the inner-athlete of countless consumers—young and old—giving them the energy to excel at their daily activities.

Almost since the beginning, sports figures—including Olympians—have been associated with the General Mills product. Using a clever marketing strategy instituted by company president James Ford Bell, Wheaties promoted the cereal as a healthy breakfast option through its association with athletics and athletes. Sports heroes have figured prominently in this approach since 1934, when Yankees’ slugger and baseball Hall of Famer Lou Gehrig was the first to adorn the back of a box. That same year, pioneer American aviator Elinor Smith, who at 16 was the youngest test pilot in the world, became the first woman on the back of the box.

In the 1920s, consumers were reeling from digestive problems. Dieticians urged Americans to add more fiber to their diets, including products made with whole grains. As demand for white flour fell, leadership at Washburn Crosby looked for another way to keep the mills of Minneapolis grinding. They tried the fluke flake idea but abandoned it, then returned to it after other efforts failed.At first, Wheaties wasn’t much of a hit in the market. However, the company came up with a novel concept to market the new cereal. It created a fictional character—Jack Armstrong, All-American Boy, an athlete and all-around good guy—to promote the product. He starred on a national radio program, and the new hero was featured on the cereal box.

Though Jack Armstrong would remain popular for decades, Wheaties realized it could become a stronger brand by using real sports figures. Gehrig was the first athlete to replace the All-American Boy and endorse the cereal as healthy and nutritious.“Wheaties has served as a staple in sports culture,” Gessell says. “Since 1934, 850 athletes have appeared on Wheaties boxes spanning decades, sports, gender, age and unforgettable moments in history. Wheaties has reserved its boxes for champions who use their sports platforms for something greater and inspire others.”

“Wheaties chose to kick off the Century Box Series with ‘The Greatest,’ Muhammad Ali, in honor of the athlete’s six core principles of confidence, conviction, dedication, giving, spirituality and respect,” Gessell says. “No one was quite like Muhammad Ali. Beyond his unrivaled prowess in the boxing ring, he was also an agent for social change, racial justice and a civil rights icon. As an indomitable boxing champion and humanitarian, Ali exemplifies the Wheaties Champion and paved the way for future champions to come.”

Journal：smithsonianmag( July 26, 2021)

Title：How Wheaties Became the ‘Breakfast of Champions’

Category：Innovation

In that regard, Wheaties has been a trendsetter.

在这方面，Wheaties一直是潮流的引领者。

Who will be the next athlete to grace the Century Box Series? Wheaties isn’t saying, but rest assured it will be someone who definitely deserves the prized spot.

翻译练习，欢迎大家文末留言打卡，下期推送文章公布答案哟，一起阅外刊学英语吧！

完整版PDF（链接有效期7天请及时转存...）

链接：https://pan.quark.cn/s/ffbeed9b5569

点击下方链接查看往期文章 ↓ ↓ ↓记得点关注哟

扫码关注我的视频号

分享，收藏，点赞与在看，至少我要拥有一个吧↓↓↓