General Mills Supports Olympian Bruce Jenner

"Bruce Jenner continues to be a respected member of Team Wheaties," a spokesman for General Mills, the company behind Wheaties, the cereal dubbed the "Breakfast of Champions," told TheWrap in a statement today.

Jenner appeared on the cereal box in the 1970s, and after the athlete sat down with Diane Sawyer to explain that he's a woman and transitioning at the moment in an interview on 20/20 on April 24, people began showing their support on social media by posting images of the various Wheaties boxes with his athletic image. Those pieces of memorabilia have increased on eBay since his 20/20 interview, with one of those Wheaties boxes with Jenner's image now listing at $265.