It’s a strange time for cereals in America. Last week, General Mills introduced HefeWheaties—a hefeweizen beer that is an ode to their breakfast of champions, Wheaties. Now, lest you think sugary-breakfast-inspired beers are too few and far between, San Francisco brewery 21st Amendment announced their homage to pop tarts: Toaster Pastry, an India Red Ale.
21st Amendment will present Toaster Pastry at the opening party for their new brewery location on Aug. 29. Not coincidentally, their new facility used to house a Kellogg Co. factory that made Frosted Flakes and Pop-Tarts. After the party, the ale will become available as part of the brewery’s seasonal offerings.
Incidentally, General Mills is forging ahead in the breakfast beer cereal market. The food giant is planning a partnership with Colorado’s Black Bottle Brewery, which will work with General Mills to bring back its Count Chocula-flavored beer.
Yes, you read that right: the Count Chocula beer is merely being resurrected, not created for the first time. Black Bottle produced the beer last year as part of its Cerealiously line, which included Honey Bunches of Oats, Golden Grahams and Cinnamon Toast Crunch. The beers are created with a procedure similar to dry hopping—they place the cereal in a bag to prevent the food from actually getting into the beer.
Sean Nook, founder of Black Bottle, told Fortune that the cereal-forward brews had humble beginnings. “We decided to do a milk stout as the base,” Nook says. “And I was like ‘I want to put cereal in it and change it up.’… [the Count Chocula beer] tastes more like chocolate than it does cereal, but it’s still a beer.”
All of these recent cereal beer collaborations are surely good news for gluten, which is having a bad year. Here’s hoping the next venture is a Honey Nut Cheerios brew.