Cereal maker Kellogg’s has teamed up with Salford brewery Seven Bro7hers to turn its rejected Rice Krispies and Coco Pops into craft beer.
The beers – a choco stout and double dry hopped pale ale – are made from discarded grains created in the cooking process at the cereal giant’s Manchester factory.
Keen not to waste the grains that don’t make it into cereal boxes, the ‘Sling it out Stout’ and ‘Cast off Pale Ale’ are made from flakes that fail to pass Kellogg’s’ strict quality control checks due to being overcooked, uncoated or discoloured.
The Sling it Out Stout uses 80kg of Coco Pops instead of malted barley during the mash process, giving the beer its chocolate taste.
A similar process is used for the ‘Cast off Pale Ale’, using 80kg of Rice Krispies in place of malted barley, creating sweet notes in the beer.
The new upcycled duo follow on from the success of ‘Throw Away IPA’ made from surplus Kellogg’s Corn Flakes, which launched in the UK last November.
Keen to seek out new opportunities to upcycle its food waste rather than throw it away, the breakfast giant approached Seven Bro7hers about the prospect of expanding the range from the Kellogg’s Corn Flakes IPA to its wider portfolio.
“Our primary objective is to convert every kilo of grain we buy into food that we can sell. However, that’s not always possible,” said corporate social responsibility manager for Kellogg’s UK and Ireland, Kate Prince.
“Kellogg’s is always looking for innovative ways to use surplus food, and 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 that aim to reduce our impact on the planet,” she added.
Keith McAcvoy, co-founder of Seven Bro7hers Brewery, said: “Working with Kellogg’s on the production of our first sustainable beer 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 be part of the fight against food waste.”
The three beer collection will be sold on tap in Manchester and at UK stockists of Seven Bro7hers beers, including Ocado, Selfridges and Booths.
As the name suggests, Seven Bro7hers brewery was founded by Guy, Keith, Luke, Daniel, Nathan, Kit and Greg McAvoy in Salford in 2014. Keen for a bite of the apple, last year, their sisters starter their own distillery, Four Sis4ers Gin.
This isn’t the first time drinks have been made from leftover food – Hackney’s Toast Ale makes its brews from leftover bread from bakeries across London, while Chase distillery in Herefordshire started life as a way to use up some of the potatoes that didn’t make it into bags of Tyrrells crisps.