Here at Urban Spirit, we love nothing more than learning of bars and brands doing their bit for sustainability and the environment. This is why we were both thrilled and intrigued by a new beer product from household cereal brand; Kellogg’s.  

According to Kellogg’s their new beer has been made from leftover Cornflakes, created by Kellogg’s in partnership with Salford-based brewery, Seven Bro7hers. According to the businesses, all of the flakes that were deemed either too big, too small or crispy by quality control have now been made use of.

Throw Away IPA

Called Throw Away IPA, the aim here was to limit food waste; an objective that many brands are beginning to place more focus on.

To create the mixture, the brewery has ditched 30% of its usual ingredients for cornflakes, using 60kg of leftovers for this initial batch.  What’s more is that 10p from each can sold will be donated to food distribution charity, FareShare. 

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.” 

Alison Watson, from Seven Brothers Brewery in Salford, added:  

“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. 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. This will be launched this month and sold in our Ancoats bar and the Dockyard, MediaCityUK”. 

Let us know what you think, will you be stocking up on Cornflake beer this Christmas?