Kellogg's expands craft beer lineup made from cereal waste

By Gill Hyslop contact

- Last updated on GMT

Kellogg's UK and Seven Bro7hers Brewery now have three craft beers made from rejected breakfast cereals in their portfolio. Pic: Seven Bro7hers
Kellogg's UK and Seven Bro7hers Brewery now have three craft beers made from rejected breakfast cereals in their portfolio. Pic: Seven Bro7hers

Related tags: craft beers, Rice krispies, Corn flakes, Coco pops, Food waste

Kellogg's UK has extended its partnership with the Seven Bro7hers Brewery to release new craft beers made with rejected breakfast cereals.

The pair collaborated to launch Throw Away IPA last year, which utilized Corn Flakes that were rejected​ by Kellogg’s Manchester factory for being too large, too small, overcooked, uncoated or discoloured.

The cereal giant has again teamed up with the Salford-based brewery to release two more brews made from unused Coco Pops (known as Cocoa Krispies in some countries) and Rice Krispies.

The two new beers aim to emulate the success of the IPA, which has sparked strong customer interest.

The Sling it Out Stout brew uses 80kg of Kellogg’s Coco Pops to replace malted barley, which gives it a distinctive chocolatey taste.

Meanwhile, the double-hopped Cast off Pale Ale uses 80kg of Kellogg’s Rice Krispies to replace malted barley, infusing sweet notes into the beer.

Both of the new brews pack 5.5% ABV.

“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,”​ said Kate Prince, corporate social responsibility manager for Kellogg’s UK and Ireland.

“This activity is part of our new ‘Better Days’ commitments, which aim to reduce our impact on the planet.”

The company’s Better Days commitment sets new 2030 targets to support a million farmers​ and smallholders to deliver climate-smart farming; feed 375 million people through donations; and continue to work to reduce food waste, responsibly source ingredients and switch to sustainable packaging.

The beers are available in a variety pack on the Seven Bro7hers website, on tap at several UK pubs and at Booths Country Stores, with plans to roll out to Ocado and Selfridges later in the year.

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