Kellogg’s make beer from discarded cereal

Kellogg’s has teamed up with Salford brewery, Seven Bro7hers, to turn its waste Rice Krispies and Coco Pops into beer.

The brewers have created a Coco Pops-based ‘Sling it out Stout’ and a Rice Krispies ‘Cast off Pale Ale’ to go with its previous ‘Throw It Away IPA’ made of Cornflakes.

The new craft beers are made from rice-based flakes that are perhaps overcooked, uncoated or discoloured, and therefore have not passed Kellogg’s strict quality control, would not make it into the pack and would inevitably go to animal feed.

Keen to seek out new opportunities to upcycle its food waste rather than throw it away, Kellogg’s approached Seven Bro7hers about the prospect of expanding the range from the Kellogg’s Corn Flakes IPA to its wider portfolio.

Launching ‘Sling it Out Stout’ and ‘Cast off Pale Ale’, corporate social responsibility manager for Kellogg’s UK and Ireland, Kate Prince, said: “Our primary objective is to convert every kilo of grain we buy into food that we can sell. However, that’s not always possible.

“Kellogg’s is always looking for innovative ways to use surplus food, the collaboration with Seven Bro7hers is a fun way to repurpose non-packaged, less-than-perfect cereal. This activity is part of our new ‘Better Days’ commitments which aim to reduce our impact on the planet.”

The Sling it Out Stout brew uses Kellogg’s Coco Pops to create a chocolatey taste, while the ‘Cast off Pale Ale’, uses Kellogg’s Rice Krispies to replace malted barley with the cereal creating sweet notes in the beer.

The limited edition Kellogg’s Corn Flakes based beer ‘Throw Away IPA’ will also be available as part of the trio.

The three beer collection will be sold on tap across Manchester in Seven Bro7hers Brewery hang outs as well as stockists of the brewer from Thursday 13th June.

The beers will be available to purchase from web shop and in Booths Country Stores from Thursday 13th July. Ocado and Selfridges will also be stocking all 3 craft beers in the near future.

Keith McAvoy, founder of Seven Bro7hers Brewery said: “Working with Kellogg’s on the production of our first sustainability conscious beer Throw Away IPA was amazing.

“To carry on with this partnership and create two new exciting craft beers is even better. We are extremely proud to be working with Kellogg’s and being part of the fight against food waste.”

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