General Mills unveiled new packaging for Honey Nut Cheerios featuring the image of Bill Lester the NASCAR driver. The special-edition 14-ounce Honey Nut Cheerios packages will hit grocery stores, primarily in the southeastern U.S., during late July and early August. Marketing. The package is part of an endorsement partnership between Honey Nut Cheerios and Lester. General Mills is a long-time Nascar sponsor. Supported on-pack.