ESPN EXAMINES HOW ATHLETES ARE MILKIN' THE LATEST CEREAL FAD

          Last year, Bills QB Doug Flutie started the trend of
     pro athletes having cereals named after them with "Flutie
     Flakes," and now he "is joined by an expanding group of
     athletes who are widening your breakfast menu," according to
     ESPN's Rece Davis, who reported on Sammy Sosa's "Slammin'
     Sammy's Frosted Flakes," Alex Rodriguez's "A-Rod's 40/40
     Crunch" and Brett Hull's "Hull-O's."  PLB Sports President
     Ty Ballou, whose company markets Flutie Flakes: "The success
     of Flutie Flakes really caught us off guard.  We were
     projecting to do somewhere between 50,000 and 100,000 boxes
     total for the year, and in the height of the success ... we
     were doing over 100,000 boxes per week."  Astros 3B Ken
     Caminiti, who's on the "Triple Play" cereal with teammates
     Craig Biggio and Jeff Bagwell: "My marketing agent, he
     talked to me about how Cal Ripken's cereal was doing so good
     in Maryland and kids really love it and that they're going
     to try to do one in every city" ("SportsCenter," 7/25).