Kellogg’s has teamed up with Seven Brothers Brewery to produce a limited run of craft beers where the primary ingredient is cereal donated by Kellogg’s.
The three beers on offer were made using ‘upcycled’ cereals, that is to say cereals that were considered too big, too small, or overcooked, and thus unsuitable for general sale.
Kellogg’s Corn Flakes replace some of the wheat grain in the beer mix during the mashing process of making Throwaway IPA. Rice Krispies replace the malted barley in the brewery’s Cast Off Pale Ale, and Coco Pops replace the malted barley in Sling it Out Stout.
The beers are for sale in singles, six packs, twelve packs and variety packs of cans. They can be bought online and are available for distribution throughout the UK.
“Kellogg’s is always looking for innovative ways to use surplus food,” said Kate Prince, corporate social responsibility manager for Kellogg’s UK and Ireland. “The collaboration with Seven Brothers 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.”