Wheaties Beer Is Happening, People

These Wheaties may not be so good with milk. Wheaties says it's partnering with a craft brewery to create a limited-edition beer, though the 16-ounce cans will only be available in the Minneapolis-St. Paul market starting Aug. 26, according to Wheaties parent company General Mills. General Mills says the beer will be called HefeWheaties in a nod to the German beer style Hefeweizen, which is typically made with more than 50% malted wheat. It's not exactly clear what makes it Wheaties beer, though, besides being made from wheat. "We're not saying it's a breakfast beer, but we're not saying it's not," says the president of Fulton Brewery, the Minneapolis-based outfit that's making the beer.

He adds that the beer is also intended to tie his company to the 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 notes. A General Mills spokesman says the company left the development of the beer up to Fulton and declined to say whether the company plans to tap an athlete or celebrity to endorse the beer. The companies declined to disclose the financial terms of their agreement. (Hope HefeWheaties doesn't give anyone man boobs.)