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Taste

This Wheaties Beer Is The Breakfast Of Champions We've Been Waiting For

Just don't pour it on your cereal.

It's not part of a balanced breakfast -- unless you're talking traditional Bavarian Frühschoppen.

Minneapolis-based General Mills, the makers of Wheaties, teamed up with local craft brewery Fulton Brewing to serve up a limited-time hefeweizen inspired by the "Breakfast of Champions" for a limited time.

There's no breakfast cereal in the beer, but there is wheat. Hefeweizen is a south-German style beer brewed with at least 50 percent malted wheat. The prefix "hefe" means "with yeast." In its traditional form, hefeweizen is left unfiltered and has a cloudy appearance from the yeast and wheat proteins in it.

HefeWheaties remains true to the style and unfiltered, Fulton Brewing marketing director Tucker Gerrick told The Huffington Post in an email Friday. He said they prefer it that way.

A social media manager for the cereal came up with the idea for HefeWheaties when discussing a brand partnership with a friend who is a sales representative for Fulton Brewing.

"This was a true partnership between Wheaties and Fulton," David Oehler, marketing manager for Wheaties, said. "Both teams were passionate about this project and got to work quickly."

The beer will be available locally in Minneapolis starting Aug. 26. Unfortunately, HefeWheaties will not be available for shipment or purchase outside of Minnesota.

It's probably worth noting that Pennsylvania's Voodoo Brewing Company already makes a beer called Breakfast of Champions, but the contrast with HefeWheaties is night and day.

Breakfast of Champions is a breakfast stout -- a lower-alcohol, Guinness-like beer brewed with coffee -- that's primarily sold on draft at pubs in the Pittsburgh area, said Voodoo spokesman Matteo Rachocki.

While Voodoo has been making Breakfast of Champions for about three years, it still has only limited availability -- but they're working on expanding it, he said Thursday.

"It's like a little sister to our Cowbell Imperial Stout. We only started bottling it about four weeks ago," Rachocki said. "We've got it in New York now, but it's mostly a draft product."

Fans of Breakfast of Champions on the website Beeradvocate praise its creamy body, chocolatey notes and and mild bitterness.

Although both beers are rather scarce, there's plenty of American craft brews out there to sample, whether it's at breakfast or not.

Just don't do this: