Friday, August 14, 2015

Wheaties to create a morning breakfast beer: Report

Liquid lunchers breakfasters rejoice. Here's your real Breakfast of Champions.

The popular cereal Wheaties says it is partnering with a craft brewery to create a limited-edition beer to get you going in the morning. 

The 16-ounce cans will only be available in the Minneapolis-St. Paul market starting Aug. 26, according to the breakfast cereal's parent company General Mills.

It’s not exactly clear what makes it Wheaties beer, besides being made from wheat.

General Mills says the beer will be called HefeWheaties in a nod to a German style of beer called hefeweizen, which is typically made with more than 50 percent malted wheat.

“We’re not saying it’s a breakfast beer, but we’re not saying it’s not,” said Ryan Petz, president of Fulton Brewery, the Minneapolis-based brewery that is making the beer.

Petz said the beer is also intended to tie his company to heritage of Minneapolis, which is also home to General Mills’ headquarters. Fulton will consider making the beer more widely available depending on how people react to the initial run, he said.

Wheaties has seen its sales decline, and is a tiny part of General Mills’ cereal business, according to Jared Koerten, an analyst for market researcher Euromonitor. 

The cereal faces strong competition from other cereal “flakes” such as Kellogg’s Raisin Bran, that promise some type of extra feature. By comparison, he noted that Wheaties are very plain.

Mike Siemienas, a General Mills spokesman, said the company left the development of the beer to Fulton. He declined to say whether the company plans to tap an athlete or celebrity to endorse changing your cereal bowl into a stein.

But ... I can think of one.

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