Breakfast of Champions. I'd read and repeated, the saying for years. British F1 star James Hunt famously had a patch on his racing overalls proudly claiming it was 'Sex'. Kurt Vonnegut wrote a book of the same name, but it was actually US breakfast cereal, Wheaties, who coined the phrase. To hammer home the link between sporting success and a first meal of the day consisting of wholegrain flakes, the makers of the cereal emblazoned their orange box with a photo of an athlete.