 The product was integrated into the narrative as a source, in addition to spinach, of Popeye's superhuman strength.Announcer Kelvin Keech would sing, to composer Sammy Lerner's "Popeye" theme, "Wheatena is his diet / He asks you to try it / With Popeye the sailor man".Wheatena reportedly paid King Features Syndicate $1,200 per week.