Wheaties, the breakfast cereal of champions, is bringing you the next logical step in your day, Beer. Introducing HefeWheaties.
First off, Wheaties cereal is not actually in the beer. There is wheat (it is a hefeweizen after all), so the brand connections are pretty easy to make. General Mills partnered with Fulton Beer, a brewery based in Minneapolis, Minnesota.
The idea got its start earlier this summer, thanks to connections members of Fulton Beer has with folks at General Mills. The evolution into HefeWheaties was simple once group got in the same room.
“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,” says Ryan Petz, president and co-founder of Fulton
HefeWheaties will be available for a limited time in the Twin Cities, starting August 26th, at 3 pm at the Fulton Beer taproom for on-premise consumption. Cans will be available in retail in mid-to-late September.
HefeWheaties is a 16 ounce canned offering.
Availability: 16oz Cans. Minnesota only.