(Image via General Mills)
Look out, cereal warriors, because General Mills and Minneapolis brewing company Fulton are bringing a whole new meaning to “breakfast of champions.”
That’s right, the fortified flakes known for their athlete-depicting, Nickelodeon orange-colored boxes (clearly I am not an athlete after that adjective) are partnering with their fellow Minnesota natives to launch HefeWheaties, a wheat beer with a design and taste inspired by Wheaties.
Just don’t use it to replace milk on your morning cereal. (Or do: we’d love to hear how it goes!)
The name is a play on Hefeweizen, a traditionally German wheat beer. The wheat connection here is evidently what sealed the partnership. At the same time, the “Hefe” prefix translates to “with yeast,” and Hefeweizens and HefeWheaties alike will offer a unique hop bitterness for drinkers.
Let’s just be glad the cereal was never called “Yeasties.”
But wheat, there’s more!
The can’s design is the most Wheaties part of the experience, with a sleek take on the box’s color and aesthetic that is slimmed down and compacted for use on the cylindrical cans.
Conspicuously missing is a notable athlete on every can. But if the breakfast class is known for featuring traditional sports athletes, we think HefeWeizen should share the spotlight with some…lesser-known stars.
Joey Chestnut and Kobayashi edition cans, anyone?
For you history and trivia buffs, the famous fortified flakes trace their origins to 1922, when a clinician working for General Mills’ predecessor spilled an oat mixture onto his stove and ended up with cracked, hardened, and toasty-licious cereal pieces. Beer, on the other hand, originated just a little bit earlier. About 5000 years or so, to be more specific.
According to the official news about the drink (which you can read here) HefeWheaties will debut on shelves August 26th. But before you make a breakfast fast break from your computer chair to your local supermarket, know that HefeWheaties will not be sold outside of Minnesota.
I guess you’ll have to settle for a mini soda.
(I had another joke lined up about a partnership with Wil Wheaton to release HefeWheaton, but that soda joke is untoppable)
What do you think, fellow cerealists? What other cereal deserves a beverage counterpart (alcoholic or otherwise)? Let us know your thoughts and ideas in the comments below!