2012 Jeff Burton #31 Wheaties Brushed Metal 1:24 NASCAR Diecast

Wheaties brand will be replacing Cheerios as the focus of the sponsorship. Wheaties has a proud history of fueling and celebrating sports performance. In addition, Wheaties shares a rich history with RCR, as Dale Earnhardt was the first NASCAR driver to be featured on a Wheaties box and he drove a Wheaties car for the 1997 All-Star Race. RCR began its current relationship with General Mills in 2008 with the #33 Chevy and driver Clint Bowyer, sponsored by its Cheerios and Hamburger Helper brands.

"With more than a dozen years in NASCAR, General Mills is looking forward to continuing our relationship with Richard Childress Racing," said Patrick Simmons, Vice President, Customer Marketing for General Mills, Inc. "At the same time, we're excited about the opportunity to forge a new relationship with Wheaties and Jeff Burton. We value our association with RCR and are thrilled to be part of their organization."

"I'm excited to have a company like General Mills and a brand like Wheaties join our #31 team," said Burton. "Wheaties is one of the most iconic brands in American history, and my kids use so many General Mills products that I'm sure we have a decent market share of the company in our pantry. I also like that they have worked hard to provide so many healthy choices."

"The General Mills partnership with RCR has been terrific, as they have leveraged their program across their portfolio of leading brands as well as with their retail partners," said Ben Schlosser, RCR's chief marketing officer. "General Mills is a blue-chip sponsor in our sport and with their extremely popular brands; they help carry both RCR and NASCAR to families throughout America. Jeff Burton will be a great ambassador for their program so we are very excited to continue the relationship in the coming years."