Kellogg's 'upcycles' waste cereal into beer

Kellogg's has teamed up with Salford brewery, Seven Bro7hers, to minimise its food waste by turning discarded cereal into a new range of craft beer.

The 'Sling it out Stout' and 'Cast off Pale Ale' will be made from Coco Pops and Rice Krispies respectively, brewed with overcooked, discoloured or uncoated rice-based flakes.

This follows the successful launch of Kellogg's Corn Flakes-based 'Throw Away IPA' last year. The three beers will be served across Manchester and can also be brought on Seven Bro7hers' website.

“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 Kellogg's UK and Ireland corporate social responsibility manager, Kate Prince.

“Kellogg's is always looking for innovative ways to use surplus food, the collaboration with Seven Bro7hers is a fun way to repurpose non-packaged, less-than-perfect cereal.

The Sling it Out Stout brew – which was perfected over five days in the Salford brewery uses 80kg of Kellogg's Coco Pops to replace malted barley during the 'mash' process.

A similar process is used for the 'Cast off Pale Ale', using 80kg of Kellogg's Rice Krispies to replace malted barley, with the cereal creating sweet notes in the beer.

Keith McAcvoy, founder of the Seven Bro7hers Brewery in Salford, said: “Working with Kellogg's on the production of our first sustainability conscious beer Throw Away IPA 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 being part of the fight against food waste.

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