The Kellogg Company, better known as Kellogg's for its well know brand of cornflakes, has teamed up in the UK with Seven Bro7hers, a craft brewery based in Salford, Manchester, England, to use leftover cornflakes, which cannot be sold to customers because they are too big, small, or overcooked, for producing beer. The resulting product bears the name Throw Away IPA.
The new creation helps to reduce food waste. Corporate social responsibility manager for Kellogg’s UK, Kate Prince, explains: "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 percent reduction on food waste in our UK sites this year."
“Kellogg’s 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.”
Around 30 percent of the grain used for mashing a normal beer is substituted by cornflakes which gives the beer a “corny taste, slightly metallic initially until your taste buds catch up and you get the Kellogg’s crunch,” according to Craft Ales of Manchester.
Kellogg's products are manufactured in 18 countries and marketed in over 180 countries. Kellogg's largest factory is at Trafford Park in Trafford, Greater Manchester, United Kingdom, which is also the location of its European headquarters.
Alison Watson, Social Media, Marketing & Events Manager at Seven Brothers Brewery, said: "Seven Brothers Brewery is delighted to be working with Kellogg’s on a project which uses edible but not-sellable cereal.” Seven Bro7hers is a Manchester based craft brewery run by seven brothers. Their beer is being distributed nationally.