Kellogg has partnered with UK brewery Seven Bro7hers to turn its rejected Corn Flakes into beer, in a move to reduce food waste.
Throw Away IPA is made from waste Kellogg’s Corn Flakes, which are made at its Manchester cereal factory. These flakes are perhaps too big, small or overcooked – and therefore have not passed Kellogg’s quality control.
Keen to seek out new opportunities to upcycle its food waste, the breakfast giant approached Salford-based Seven Bro7hers about the prospect of a cereal brew.
The beer – which was perfected over 14 days in the firm’s Salford brewery – uses 60kg of Kellogg’s Corn Flakes to replace some of the wheat grain in the beer mix. £0.10 from each can purchased will be donated to food distribution charity FareShare.
Kellogg UK corporate social responsibility manager Kate Prince 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% reduction on food waste in our UK sites this year.”
Kellogg, which moved its UK headquarters to MediaCityUK, Manchester, in January, now neighbours Seven Bro7hers Brewery.
McAvoy brothers Guy, 57, Keith, 50, Luke, 45, Daniel, 44, Nathan, 42, Kit, 37, and Greg, 35, started their brewery in 2014 – inspired by their dad’s home-brewing efforts in their cellar over the years.
Earlier this year, their sisters started their own distillery, Four Sis4ers Gin.
The 11 siblings believe they are the biggest single family in the alcohol business in the world.
Alison Watson, from Seven Bro7hers Brewery, said: “Seven Bro7hers Brewery is delighted to be working with Kellogg’s on a project which uses edible but not-sellable cereal.
“We plan to create three beers including a Hoppy IPA which will be launched this month and sold in our Ancoats bar and the Dockyard, MediaCityUK.”
© FoodBev Media Ltd 2019