Muhammad Ali Returns to Wheaties With Limited-Edition Double-Sided Collector’s Box
Muhammad Ali is returning to the Wheaties box for the fourth time, this time sharing a limited-edition collector’s release with actor Jaalen Best ahead of the premiere of Prime Video’s upcoming series The Greatest. The commemorative box goes on sale October 26 and features an unusual double-sided design. One front-facing panel features Ali, while the opposite side features Best, who portrays the heavyweight champion in The Greatest. General Mills describes the package as a rare double-sided Wheaties design that gives collectors two different ways to display the familiar orange box.
The box will be sold exclusively through Shop.Wheaties.com beginning October 26 at 11 AM ET for $19.64 while supplies last. The price is itself part of the tribute, referencing Ali’s historic 1964 victory over Sonny Liston.
Ali’s relationship with Wheaties dates back more than two decades. He first appeared on the cereal box in 1999, when he became the first boxer ever featured by Wheaties. He returned to the box in 2012 and again in 2021 as part of the Wheaties Century Box Series celebrating the brand’s 100-year history. The new release will therefore become Ali’s fourth Wheaties box appearance.
The latest box is tied directly to The Greatest, which premieres November 4 on Prime Video. The series follows Ali’s life both inside and outside the ring, with Best playing the young champion as he develops from a promising fighter from Louisville into one of the most recognizable athletes in history.
The Greatest is also notable for being the first authorized scripted television series about Ali’s life. Lonnie Ali, the late boxer’s wife, serves as an executive producer, with the production also involving Ben Watkins’ Blue Monday Productions, Michael B. Jordan and Outlier Society, Authentic Studios, Roc Nation, Polygram Entertainment, Grace: A Storytelling Company and Reunion Pacific Entertainment.
“For more than a century, Wheaties has stayed relevant by celebrating the athletes and cultural moments that matter to each generation,” said Emilie Knox, Vice President and Business Unit Director for Wheaties. “This moment, with the launch of this new series, gives us an opportunity to re-introduce Ali’s extraordinary legacy to audiences in a new way, while continuing to reinforce what it means to be a Wheaties Champion.”
The Muhammad Ali and Jaalen Best Wheaties collector’s box will be available exclusively through Shop.Wheaties.com beginning October 26 at 11 AM ET for $19.64. General Mills says quantities are limited and the box will remain available only while supplies last.