I Miss You, Wheaties

Wheaties has fallen on hard times. Yup, this is true. The cereal that I grew up with with Jordan on the cover, finds itself with only 0.5% of the market. This is not good. The Street reports:

In total, yearly Wheaties sales have brought in $38.7 million, down 18.6% versus a year ago. Total boxes sold are under 10 million, down 22.5%, meaning roughly 4,000 fewer orange boxes are being sold in the U.S. per day than were being sold just three years ago.

Wheaties has gotten itself into a [brand] identity crisis — where's Michael Jordan when you need him?