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USA Cycling and Post bring the sport to grocery shelves

  • By VeloNews.com
  • Published Apr. 16, 2012
The new Grape-Nuts boxes will be available beginning late April and will include training tips and advice about where to begin to get involved in the sport.

Post Grape-Nuts and USA Cycling announced the release of a new cycling-centric cereal box design. The new box, which features national road champion Matthew Busche (RadioShack-Nissan) and women’s team pursuiter Dotsie Bausch, is the first foray into cereal boxes for cycling in the U.S. since Lance Armstrong in 1999.

The new boxes will be available later this month and will feature training tips and information on how to get started in the sport of cycling. Post will produce 7.5 million of the packages.

Post Grape-Nuts is among a number of new presenting sponsors to join USA Cycling in the first four months of 2012. The brand featured heavily at the cyclocross national championships in January. Other new sponsors for the federation include Exergy Development Group.

“We’ve already received a lot of positive feedback from our partnership presence at the national championship events, so we cannot wait to propel the momentum with Grape-Nuts USA Cycling packages hitting store shelves this month,” said Post senior promotions manager Sunny Ekmahachai.

Busche said he was “extremely excited” to feature on the box.

“It’s an honor to be representing USA Cycling and Grape-Nuts cereal,” said Bausch. “Promoting health, smart nutrition and daily activity is the key to wellness and vitality, and Grape-Nuts exudes this in every way.”

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