Kellogg’s and Seven Bro7hers make beer with leftover corn flakes

Kellogg’s has partnered with UK brewery Seven Bro7hers to transform leftover and rejected corn flakes into beer.

The new IPA is said to have been produced using cereals from the Manchester factory that have been discarded by the company.

Kellogg’s also intends to address the issue of food waste with this new initiative.

Kellogg’s 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.”

The brew was produced at Seven Bro7hers Salford brewery using 60kg of Kellogg’s Corn Flakes to replace some of the wheat grain in the beer mix.

Seven Brothers Brewery official Alison Watson said: “Seven Brothers Brewery is delighted to be working with Kellogg’s on a project, which uses edible but not-sellable cereal.

“Kellogg recognises that it has an important role to play in reducing food waste, and that includes finding uses for edible food that doesn’t make it into the cereal box. The cereal is perfectly safe to eat, but the flakes might be too big, too small or broken so not good enough for our packs.

“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.”

The beer will be available in pubs or bars stocking Seven Bro7hers across the UK.