The popular breakfast cereal company Kellogg’s is known for its cereal varieties, especially cornflakes, in many countries across the globe. In order to maintain its delicious and healthy food offerings and contribute to a sustainable environment, the company has facilitated sustainable initiatives to reduce food waste at its UK and New Zealand plants.
In the UK, Kellogg’s collaborated with the Manchester-based Seven Bro7hers Brewery to use its three non-sellable but edible cereal varieties to brew sustainable beers. First launching in 2018, Seven Bro7hers craft brewery substituted 30% of its usual mash bill with Kellogg’s rejected cornflakes that consisted of too large, too small, overcooked, uncoated and discoloured flakes. Named Throw Away IPA, the hoppy brew absorbed the cereals’s orange hue and sweetness, making it popular among the IPA enthusiasts. The brew was made available in kegs and cans, packaged at 5% ABV and priced at around £4.
Succeeding Throw Away IPA, Kellogg’s collaborated with Seven Bro7hers to launch two limited edition beers – Sling It Out Stout and Cast Off Pale Ale. While the stout is brewed with Kellogg’s rejected Coco Pops, the ale is brewed using Rice Krispies. The cereals substitute malted barley, infusing a pleasant chocolate flavour to the stout and sweet notes to the ale. Both brews are canned at 5.5% ABV and priced at around £4.
To enable this collaboration, Kellogg’s approached Seven Bro7hers after the brewery partnered with BrewDog Manchester to introduce a cornflake milkshake IPA in the market. In order to minimise its impact on the planet and continue to manufacture the much-loved cereal, the cereal company decided to brew beer with its rejected cereals.
Since the collaboration, Kellogg’s has reduced over 13% of its food waste by forwarding it in the food manufacturing chain. Moreover, the company announced that it will donate £0.10 for every can sold of the three beers to the food distribution charity FareShare.
I hope to see these sustainable beers hit the Indian market in the future. It will be interesting to taste beer brewed from our favourite cereals!
