Despite complaints from animal rights activists, General Mills will go ahead with a Wheaties cereal box featuring champion fisherman Denny Brauer.
"We understand PETA's concerns, and they're entitled to their point of view, and we respect their right to make their feelings known to us," General Mills spokesman Jack Sheehan said Wednesday.
He estimated the several million boxes featuring Brauer will debut as scheduled around Oct. 1.
People for the Ethical Treatment of Animals had demanded that Wheaties pull the boxes, arguing that fishing is cruel and not a pastime that requires great physical skill.
"Anglers have no place next to real sportsmen like Michael Jordan and Tiger Woods, who better represent the breakfast of champions," said PETA President Ingrid Newkirk.
Brauer, 49, captured the Bass Anglers Sportsman Society Masters Classic championship this month in High Rock, N.C. He is the biggest money winner in BASS history, with $1.35 million in earnings. He also is the first angler to appear on a Wheaties box.