The new Manchester beer made from upcycled cereal

KELLOGG'S has teamed up with Salford brewery Seven Bro7hers to turn its ‘ugly’ Kellogg’s Cornflakes into an IPA.

‘Throw Away IPA’ is made from waste Kellogg’s Cornflakes from the Manchester cereal factory. These flakes are too big, small or crunchy to pass Kellogg’s strict quality control, and would otherwise go to animal feed.

Keen to seek out new opportunities to upcycle its food waste, the cereal giant first approached Seven Bro7hers after the Salford brewers collaborated with BrewDog to make a ‘Corn Shake’ beer.

Intrigued by the cereal brew, Kellogg’s offered the opportunity to collaborate on an IPA using waste flakes, for charity – 10p from each can purchased will be donated to food distribution charity, FareShare.

Speaking at the beer launch at Kellogg’s HQ in MediaCityUK this week, corporate social responsibility manager for Kellogg’s UK, Kate Prince, said, “Kellogg’s is always exploring different and sustainable ways to reduce food waste in its factories. So it is great to be involved in such a fun initiative with a local business.”

The brew, which was perfected over 14 days in the brothers' Salford brewery, uses 60kg of Kellogg’s Cornflakes to replace some of the wheat grain in the beer mix. During the ‘mash’ process, the cereal sweetens the taste. And, if it couldn’t get any better, the IPA has retained the sunshine golden colour of the breakfast cereal.

The limited edition ‘Throw Away IPA’ will be sold in Manchester at the Seven Bro7hers Beerhouse in Ancoats, and at stockists of their beers.

Kellogg’s is now neighbour to the Salford-born brewers after it moved its UK headquarters to MediaCityUK in January 2018.

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.

The Seven Bro7hers Brewery has been a huge success over the past four years, and in March 2018 their sisters decided to get in on the act by starting their own distillery, Four Sis4ers Gin.

The eleven siblings believe they are the biggest single family in the alcohol business in the world.

Alison Watson, from Seven Bro7hers Brewery, said, “We're delighted to be working with Kellogg’s on a project which uses edible but not-sellable cereal. 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 their packs. We plan to create three beers including a Hoppy IPA, which launches this month.”

Find out more about Seven Bro7hers Brewery.