Salford-based brewery Seven Bro7hers has teamed up with world-renowned cereal makers Kellogg’s to make a breakfast themed beer.
Seven Bro7hers and Kellogg’s first joined forces late last year to create the ‘Throw Away IPA’, a beer made with Kellogg’s cornflakes that were surplus to requirements.
Now, unused cereal from home favourites Coco Pops and Rice Krispies will be used to create new and exciting ales.
The new craft beers are made from rice-based flakes that are perhaps overcooked, uncoated or discoloured, and therefore have not passed the Kellogg’s strict quality control, would otherwise go to animal feed.
Keith McAcvoy, founder of Seven Bro7hers Brewery in Salford, 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.”
His excitement was matched by Kate Prince, the corporate social responsibility manager for Kellogg’s UK and Ireland. She believes it is a great way to both reduce waste and expand the company’s innovative portfolio of products.
She 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 which aim to reduce our impact on the planet.”
The three beer collection went on sale on tap across Manchester in Seven Bro7hers Brewery hang outs as well as stockists of the brewer from Thursday June 13.
The beers are available to purchase from www.sevenbro7hers.com web shop and in Booths Country Stores. Ocado and Selfridges will also be stocking all three craft beers in the near future.