Now Beer Really Is the Breakfast of Champions, as General Mills Introduces “HefeWheaties”
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Better get your whole grain…better drink some beer? Based on the superficial connections between General Mills and Fulton Brewery – they are both companies based in Minneapolis that use wheat – a co-branding of champions is happening. Says the president of Fulton, in the New York Times, “We’re not saying it’s a breakfast beer, but we’re not saying it’s not.”
I feel like they ought to put some championship bowlers’ pictures on the cans. Or maybe just Homer Simpson. HefeWheaties will be available just in the Twin Cities area for now, but if its popular, there’s talk of doing more with it.
We should note that this is not the first mass-packaged fusion of alcohol and cereal – Three Olives vodka has a flavor that they’re not allowed to officially say is Froot Loops, but it totally is, and it’s amazing. Holler at me when somebody realizes that Lucky Charms Irish Coffee is an insanely good idea.
About The Author
Luke Y. Thompson has been writing professionally about movies and pop-culture since 1999, and has also been an actor in some extremely cheap culty and horror movies you will probably never hear much about (he is nonetheless mostly proud of them, as he met his wife on one). As editor of The Robot's Voice since 2012, he can take the blame for the majority of the site's content, all of which he creates because he loves you very, very much. (Although he loves nachos more. Sorry.) Prior to TRV, Luke wrote for publications that include the New Times LA, Los Angeles CityBeat, E! Online, OC Weekly, Geekweek, GeekChicDaily, The L.A. Times, The Village Voice, LA Weekly, and Nerdist