Kellogg’s has teamed up with Salford brewery Seven Bro7hers, using leftover Corn Flakes to create an IPA beer.
The limited-edition ‘Throw Away IPA’ is made from waste Corn Flakes from Kellogg’s Manchester cereal factory. These flakes are considered too big, small or overcooked - and therefore have not passed the brand’s quality control - and would have previously gone to animal feed.
Keen to seek out new opportunities to upcycle its food waste, Kellogg’s approached Seven Bro7hers about the prospect of creating the new cereal brew.
Kate Prince, corporate social responsibility manager for Kellogg’s UK, said: “Kellogg’s is always exploring different and sustainable ways to reduce food waste in its factories. So it is great to be involved in such a fun initiative with a local supplier.
“Kellogg’s is working hard to eliminate food waste in our manufacturing processes and give our consumers the wholesome products they love with minimum impact on the planet. Our approach has delivered a 12.5 per cent reduction on food waste in our UK sites this year.”
The IPA, which is brewed for more than 14 days, uses 60kg of Kellogg’s Corn Flakes to replace some of the wheat grain in the beer mix. The IPA also retains the golden colour of the Corn Flakes cereal. Furthermore,10p from each can sold will be donated to food distribution charity FareShare.