Wheaties beer is the real breakfast of champions

Minneapolis-based Fulton brewery has partnered with the cereal maker – also based in Minneapolis – to roll out a beer called HefeWheaties.

The breakfast of champions will soon become the alcohol of champions. Fulton company officials say it’s the first time they’ve brewed a beer of this style. Hefeweizen is wheat beer.

Hefeweizen is a south German-style wheat beer, and the prefix Hefe means “with yeast”, according to General Mills. “We enjoyed the chance to collaborate with Fulton throughout the entire process from idea generation to can design”. “Both teams were passionate about this project and got to work quickly”. (Petz even worked at General Mills for a while.).

“We had been sampling a number of hefeweizens, so we had been discussing with the Wheaties team what we liked”, said Fulton Beer president Ryan Petz, a former General Mills employee.

Athlete endorsements had long boosted the sale of Wheaties since it was accidentally created in the 1920s, the Pop History Dig noted.

Although HefeWheaties has limited availability (while supplies last starting on August. 26 in the Twin Cities at select locations), Oehler said that the product could grow, depending on interest.