I must have missed something growing up, not knowing till now that the “breakfast of champions” was associated with people who popped open a can of beer before noon.
[It had to happen. For years, the Wheaties slogan – “breakfast of champions” — has been invoked by beer lovers who pop open an adult beverage before noon. Now the cereal company is putting its name and logo on a beer.]
General Mills, the manufacturer of Wheaties, the breakfast cereal, has teamed up with brewer Fulton Beer to create a limited edition brew called HefeWheaties (hefeweizen is a German-style wheat beer).
Wheaties is made from 100% whole grain flakes plus several B vitamins. The cereal is not actually in the beer.
HefeWheaties beer will be available in the Twin Cities (Minneapolis-St. Paul) on 26 August 2015. The beer, basically being an experiment, will not be available outside of Minnesota. They’ll see how it’s received and take it from there.
Frankly, I don’t think the name will fly, nor the 16 oz. can design. But you never know.
What would fly, in my opinion, is putting beer into the Wheaties recipe, labeled FOR ADULTS ONLY. One for kids, one for adults. Put it in the specialty section of the market.
There won’t actually be a measurable alcohol content that would impair anybody (meaning scant) – only the taste of beer. A thicker flake with a yeasty, bitter taste softened by a natural sweetener. Not much sweet. Or, coat the flake with something that’s reminiscent of foam, a light malty color, that melts a little on the tongue as you chew it.
Fulton brewed Wheaties – or something like that. You get the picture.
I’d team it with cashew milk. Now that’s something General Mills might look at, when planning the future of their products. Use dried cashew milk for the coating – add the yeasty, bitter, sweet to that.