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General Mills' Wheaties Creates Wheat Beer
- Adweek, Thursday, August 13, 2015 8 AM
Wheaties is wheat cereal. Hefeweizen is wheat beer. Now, General Mills has done the inevitable and created a Wheaties-branded Hefeweizen in partnership with Minneapolis craft brewery
Fulton. "We were intrigued from the get-go on this idea for many reasons, including that we're both Minneapolis companies, and that the beer and the cereal both started from the same place in terms of
raw ingredients and the same city," Fulton president and co-founder Ryan Petz says.
