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The breakfast pint: From Corn Flakes to IPA

The Kellogg’s factory in Manchester has teamed up with Salford brewery Seven Bro7hers to turn its ‘ugly’ reject Corn Flakes into an upcycled beer.

The Kellogg’s factory in Manchester has teamed up with Salford brewery Seven Bro7hers to turn its ‘ugly’ reject Corn Flakes into an upcycled beer. 

The ‘Throw Away IPA’ is made from waste flakes that are too big, too small or overcooked and therefore do not pass quality control for Kellogg’s iconic breakfast cereal.

Keen to seek out new opportunities to upcycle its food waste, the breakfast giant approached nearby Seven Bro7hers about the prospect of a cereal brew.

Kellogg’s offered the opportunity to collaborate on an IPA for charity, with 10p from each can purchased to be donated to food distribution charity, FareShare. 

The brew uses 60kg of Kellogg’s Corn Flakes to replace some of the wheat grain in the beer mix, which sweetens the taste during the ‘mash’ process of brewing.

‘Edible not sellable’

Corporate social responsibility manager at Kellogg’s UK, 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 per cent reduction on food waste in our UK sites this year.”

Alison Watson from Seven Bro7hers added that the brewery was delighted to be working on a project which uses “edible but not sellable” cereal.

The Throw Away IPA is not the first food waste beer to be launched in Manchester this year. In May, Manchester’s Marble Brewery announced a partnership with local recycling charity EMERGE to brew a ‘Three Rs’ beer using waste fruit diverted from landfill.