Kellogg’s and Seven Bro7hers, the Salford, Brewery, have teamed up to turn rejected cereal into craft beer; just to be clear, one does not replace the other! Kellogg’s had previous created a brew using discarded Corn Flakes, and now they have turned their attention to the rejected Rice Krispies and Coco Pops; brewing a choco stout and double dry hopped pale ale and are aptly named, ‘Sling it out Stout’ and ‘Cast off Pale Ale’. The stout uses 80kg of Coco Pops in place of malted barley during the mash process, et voila, you have a chocolatey taste, whilst saving the planet! The ‘Cast off Pale Ale’, using 80kg of Rice Krispie, creates sweet notes in the beer.
Corporate social responsibility manager for Kellogg’s UK and Ireland, Kate Prince, said: “Our primary objective is to convert every kilo of grain we buy into food that we can sell. However, that’s not always possible. Kellogg’s is always looking for innovative ways to use surplus food, and the collaboration with Seven Bro7hers is a fun way to re-purpose non-packaged, less-than-perfect cereal. This activity is part of our new ‘Better Days’ commitments that aim to reduce our impact on the planet.” Keith McAcvoy, the co-founder of Seven Bro7hers Brewery, added: “Working with Kellogg’s on the production of our first sustainable beer 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 be part of the fight against food waste.”