Muhammad Ali will grace the Wheaties box for the fourth time with a limited-edition collector’s box on October 26 ahead of the upcoming Prime Video series “The Greatest,” premiering on November 4. The box features the legendary champion alongside actor, Jaalen Best who portrays him on-screen.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261022251216/en/

(L-R: Muhammad Ali and actor Jaalen Best appear on the collectible Wheaties box, which features a rare double-sided design, offering fans two displays of greatness on the iconic orange box.)

(L-R: Muhammad Ali and actor Jaalen Best appear on the collectible Wheaties box, which features a rare double-sided design, offering fans two displays of greatness on the iconic orange box.)

The collaboration builds on Wheaties’ legacy of celebrating top sports talent while tapping into strong consumer demand for its culturally relevant limited-edition releases, which have become highly sought-after among fans and collectors.

“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.”

One Box, Two Portraits of the Greatest

The new design features a double-sided spin on the legendary orange box with Muhammad Ali on one side and Best on the other.

With Lonnie Ali, wife of the late legend as executive producer, The Greatest is the first authorized scripted series about the life of Ali. Alongside Ben Watkins’ Blue Monday Productions (Cross) and Michael B. Jordan, and Outlier Society, are Authentic Studios, Roc Nation, Polygram Entertainment, a Universal Music Group partner, Grace: A Storytelling Company, and Reunion Pacific Entertainment, with Watkins as showrunner and executive producer. Outlier Society president Elizabeth Raposo executive produces, along with Authentic Brand Group’s Corey Salter, Marc Rosen and Matthew Gross, also serving as executive producers. Additional executive producers include Aiyana White, Jeff Augustin and Owen Shiflett; Shawn Carter of Roc Nation; Michele Anthony, Craig Siebels, Kate Welch, Boyd Muir, and Josh Wakely via his Grace: A Storytelling Company. Co-EPs include David Blackman for Polygram, Desiree Perez, and Stefano Agosto, Executive Vice President of Television at Outlier Society.

An inspiring coming of age story, The Greatest profiles Muhammad Ali and the personal, professional, and political battles he fought inside and outside the ring. Set against a changing America, the series follows a once-in-a-generation talent fighting for the right to become his own man. Through the fights that made him a champion and the convictions that made him an icon, a young man from Louisville transforms himself into Muhammad Ali, the greatest of all time.

Muhammad Ali’s Legacy as a Wheaties Champion

Ali first appeared on the Wheaties box in 1999, becoming the first ever boxer featured on the box in recognition of both his achievements in the ring and his influence beyond it. He graced the cover again in 2012 and 2021 in celebration of the Wheaties Century Box Series, commemorating 100 years of Wheaties champions.

The new collector’s box builds upon that longstanding legacy, reflecting how Wheaties continues to find new ways to bring its longstanding brand and more than 100 years of sports history to today’s fans. By connecting Ali’s history with Wheaties to a new generation experiencing his story through “The Greatest,” the brand continues to evolve how it celebrates champions in culture.

How to Get the Limited-Edition Wheaties Box

Beginning October 26 at 11 a.m. ET, fans can purchase the limited-edition Muhammad Ali Wheaties box exclusively on Shop.Wheaties.com for $19.64—a nod to Ali’s historic 1964 victory over Sonny Liston. The box will be available while supplies last.

Fans can step into the ring when “The Greatest” premieres on Prime Video on November 4 and follow @wheatiescereal for updates and additional content surrounding the limited-edition box.

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Totino’s, Annie’s, Wanchai Ferry and more. General Mills generated fiscal 2026 net sales of U.S. $18 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion. For more information, visit www.generalmills.com.

About Prime Video

Prime Video is a first-stop entertainment destination offering customers a vast selection of premium movies, series, live sports and free ad-supported (FAST) Channels in one app across thousands of devices. Customers can discover Prime Originals from Amazon MGM Studios alongside an unmatched library of licensed movies and series; Prime-exclusive tier 1 live sports; and playback features like X-Ray and Shop the Show that enhance the viewing experience.

All customers, with or without Prime, can also access 100+ add-on streaming subscriptions (AMC+, Apple TV, FOX One, HBO Max, MGM+, Paramount+, Peacock Premium Plus, STARZ, Wonder Project, and more), 900+ FAST Channels, and the largest selection of titles available to rent or buy.

In April 2026, Amazon shared Prime Video is a large and profitable business in its own right.

Prime Video is one of many benefits included with a Prime membership, which bundles savings, convenience, and entertainment. U.S. Prime members can share benefits, including Prime Video, through Amazon Family. 

Media gallery

About The Author
Business Wire