The Kellogg Company, better known as Kellogg's for its well know brand of cereals, has expanded a collaboration with UK craft brewery Seven Bro7hers to convert its rejected Rice Krispies and Coco Pops breakfast cereals into beer. Both companies teamed up last year to use leftover cereals for producing beer. First result of the cooperation was a product called Throw Away IPA, which uses upcycled cornflakes “that didn’t make the box.” (inside.beer, 14.12.2018)
The partners now presented two more products. Sling It Out Stout, a chocolate stout, uses up-cycled Kellogg’s Coco Pops to replace malted barley, to create a chocolate flavor. Cast Off Pale Ale, a double dry hopped pale, uses Kellogg’s Rice Krispies to impart sweet notes.
“Our primary objective is to convert every kilo of grain we buy into food that we can sell. However, that’s not always possible,” Kate Prince, Kellogg’s UK corporate social responsibility manager said. “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.”
The cooperation between the two companies evolved when Kellogg’s moved last year its UK headquarters to Salford in the outskirts of Manchester, just neighboring Seven Bro7hers Brewery.
“Working with Kellogg’s on the production of our first sustainability conscious beer Throw Away IPA 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 being part of the fight against food waste.” Keith McAvoy, one of the seven McAvoy brothers who started the brewery in 2014 said. Next to Keith (50), brothers Guy (57), Luke (45), Daniel (44), Nathan (42), Kit (37), and Greg (35) are partners in the brewery.