Kellogg’s has teamed up with Salford brewery, Seven Bro7hers, to turn its ‘ugly’ Kellogg’s Corn Flakes into an IPA.

‘Throw Away IPA’ is made from waste Kellogg’s Corn Flakes, from the Manchester cereal factory. These flakes are perhaps too big, small or overcooked – and therefore have not passed Kellogg’s strict quality control, and would inevitably go to animal feed.

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

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

Speaking at beer launch at Kellogg’s HQ, in MediaCityUK, yesterday, corporate social responsibility manager for 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.”

The brew – which was perfected over 14 days in the brothers Salford brewery – uses 60kg of Kellogg’s Corn Flakes to replace some of the wheat grain in the beer mix, during the ‘mash’ process the cereal sweetens the taste.

And, if it couldn’t get any better, the IPA has also retained the sunshine, golden colour of the icon breakfast cereal.

The limited edition ‘Throw Away IPA’ will be sold across Manchester in Seven Bro7hers Brewery hang outs as well as stockist of the brewer.

Kellogg’s, who moved its UK headquarters to MediaCityUK in January 2018, now neighbour the Salford-born brewers.

McAvoy brothers Guy, 57, Keith, 50, Luke, 45, Daniel, 44, Nathan, 42, Kit, 37, and Greg, 35, started their brewery in 2014 – inspired by their dad’s home-brewing efforts in their cellar over the years.

The Seven Bro7hers Brewery has been a huge success over the past four years, and in March 2018 their sisters decided to get in on the act starting their own distillery, Four Sis4ers Gin.

The 11 siblings believe they are the biggest single family in the alcohol business in the world.

Alison Watson, from Seven Brothers Brewery in Salford, said: Seven Brothers Brewery is delighted to be working with Kellogg’s on a project which uses edible but not-sellable cereal.

“Kellogg recognises that it has an important role to play in reducing food waste, and that includes finding uses for edible food that doesn’t make it into the cereal box. The cereal is perfectly safe to eat but the flakes might be too big, too small or broken so not good enough for our packs.

“We plan to create three beers including a Hoppy IPA which will be launched this month and sold in our Ancoats bar and the Dockyard, MediaCityUK.”

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