Kellogg’s and Seven Bro7hers’ Salford Brewery have partnered to turn rejected corn flakes into an IPA, in a bid to avoid wastage of food.
‘Throw Away IPA’ is made of cereal waste from the Manchester factory. Flakes that turned out way bigger, smaller, overcooked or the ones that didn’t clear the quality control tests are considered as cereal waste.
In a quest to seek new opportunities to upcycle its food waste, Kellogg’s approached Seven Bro7hers Brewery, a Manchester-based craft brew run by seven brothers, regarding a cereal brew.
The global business brought an opportunity to collaborate on an IPA that comes with a charity element as the companies will donate 10p to the food distribution charity, FareShare, for every can purchased.
“The company is constantly in search of innovative and sustainable ways to minimise food waste in its factories. Thus, it is great to be a part of a fun initiative with a local supplier,” said Kate Prince, corporate social responsibility manager for Kellogg’s UK.
“Kellogg’s is committed to eliminate food waste in its manufacturing process and provide its consumers with wholesome products that have minimum impact on the environment. The UK plants have even observed a 12.5 per cent reduction in food waste this year.”
The brew was perfected for more than 14 days at the Seven Bro7hers’ Salford Brewery by replacing some of the wheat grain in the beer with 60kg of Kellogg’s Corn Flakes, which sweetens the taste during the mash process.
“The firm is delighted to collaborate with Kellogg’s. Together, the companies plan on creating three beers, which will also include a Hoppy IPA set for release in Ancoats bar and Dockyard, MediaCityUK,” added Seven Bro7hers Brewery’s Alison Watson.
The limited edition ‘Throw Away IPA’ will be available at the brother’s brewery hangouts and with their stockists.