Kellogg’s and Seven Bro7hers create more beers from cereal

Kellogg’s has expanded a collaboration with UK brewery Seven Bro7hers to convert its rejected Rice Krispies and Coco Pops breakfast cereals into beer.

Sling It Out Stout uses 80kg of Kellogg’s Coco Pops to replace malted barley, creating a chocolate flavour. A similar process has been used to develop Cast Off Pale Ale, which features 80kg of Rice Krispies to impart sweet notes.

Both beers have an ABV of 5.5% and are made from discarded grains created in the cooking process at the cereal giant’s Manchester factory. The are created from rice-based flakes that are perhaps overcooked, uncoated or discoloured – and did not pass Kellogg’s quality control.

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.”

Last year, the companies partnered to create Throw Away IPA, a 5% ABV craft beer made from Kellogg’s Corn Flakes. All three beers are now available from the Seven Bro7hers website and will soon be stocked by Ocado and Selfridges.

Kellogg, which moved its UK headquarters to MediaCityUK, Salford, last year, now neighbours Seven Bro7hers Brewery. McAvoy brothers Guy, 57, Keith, 50, Luke, 45, Daniel, 44, Nathan, 42, Kit, 37, and Greg, 35, started their brewery in 2014 – inspired by their dad’s home-brewing efforts in their cellar over the years.

Keith McAcvoy said: “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.”