Seven Bro7hers Brewery, based in Salford, England, just released its limited-edition Throw Away IPA made from Kellogg’s waste cereal.
The new IPA is made from Kellogg’s Corn Flakes that were too “ugly,” too big, too small or too overcooked to end up in consumers’ cereal boxes. Normally, the cereal that doesn’t pass quality control ends up as animal feed, but Kellogg’s sought out a new way to upcycle its food waste this time around.
The Grocer has more details:
Kellogg's has teamed up with Salford brewery Seven Bro7hers to turn its waste cereal into beer.
The 5% abv Throw Away IPA in a can is made from 'ugly' Corn Flakes from Kellogg's Manchester factory – ones that are too big, too small or overcooked.
Flakes that do not pass the supplier's quality control usually go to animal feed, but Kellogg's had been "keen to seek out new opportunities to upcycle its food waste" and had approached Seven Bro7hers about the prospect of a cereal-based brew.