Kellogg’s has teamed up with Manchester brewers, Seven Bro7hers, to turn its rejected Rice Krispies and Coco Pops into craft beer.
The beers are made from discarded grains created in the cooking process at the cereal companies Manchester factory.
The aptly named ‘Sling it out Stout’ and ‘Cast off Pale Ale’ are made using flakes that fail Kellogg’s’ highly strict quality control checks due to being overcooked, uncoated or even discoloured.
Kellogg’s UK Corporate Social Responsibility Manager 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, the collaboration with Seven Bro7hers is a fun way to repurpose 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,” she added.
Keith McAcvoy, co-founder of Seven Bro7hers Brewery, said: “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.”
FDMB North West understands that the three beer collection will be sold on tap in Manchester and retailed via UK stockists of Seven Bro7hers beers which include Ocado, Selfridges and Booths.