Wheaties has always been “The Breakfast of Champions”. Athletes such as Tony Gwynn, Walter Payton, and perhaps most famously Bruce Jenner have adorned the box cover and represented American values such as a balanced breakfast and athletic glory. Well, American values have changed, and the brands we know and love are changing with them. With that, I give you: Wheaties Beer.
Yes, as the kids on the Internet say: “This is a thing.”
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Wheaties is wheat cereal. Hefeweizen is wheat beer. Now, General Mills has done the inevitable and created a Wheaties-branded Hefeweizen in partnership with Minneapolis craft brewery Fulton.
“We were intrigued from the get-go on this idea for many reasons, including that we’re both Minneapolis companies, and that the beer and the cereal both started from the same place in terms of raw ingredients and the same city,” Fulton president and co-founder Ryan Petz says in this General Mills blog post.
Food companies have combined their efforts to create new ideas in culinary fare …from chocolate combined with peanut butter to Taco shells that taste like Doritos. And while this probably isn’t going to be “beer that tastes like cereal”, branding it that way might turn some people off before it ever gets off the ground. But for those that believe that beer really is part of a nutritional balanced breakfast, this emboldens their case.
But you have to go to Minnesota to get them, at least in the embryonic stages of this experiment, beginning on August 26th. No truth to the rumor that the 2012 Red Sox will be the first athletes on the can.