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image credit: Seven Bro7hers
Breakfast beers have been given a whole new meaning thanks to a collaboration between the cereal giant and the Seven Bro7hers Brewery that takes sustainability seriously…
Here’s what we know…
Cereal maker Kellogg’s has teamed up with Seven Bro7hers in the United Kingdom to turn its rejected Rice Krispies and Coco Pops (yep, they’re using those too) into two new craft beers.
The beers, a choco stout (of course) and a double dry hopped pale ale, are made from discarded grains created in the cooking process at the cereal giant’s Manchester factory.
Seven Bro7hers Sling it Out Stout uses Coco Pops that failed to pass Kellogg’s’ strict quality control checks due to being overcooked, uncoated or discolored, instead of malted barley during the mash process, adding to the beer’s chocolate tones.
S similar process is used for its Cast off Pale Ale where Rice Krispies were substituted for malted barley during the brewing process creating sweet notes in the beer.
The new beers follow in the success of ‘Throw Away IPA’ the first collaboration between the cereal producer and the brewer which was crafted using surplus Kellogg’s Corn Flakes in the UK last November.
Seven Bro7hers was first approached by Kellogg’s in 2018 when the brewer teamed up with BrewDog Manchester to make a cornflake milkshake IPA.
According to Kate Prince, Kellogg’s Corporate Social Responsibility Manager for in the UK, the cereal giant, who’ve already reduced food by 12% this year, is on a mission…
“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…And always exploring different and sustainable ways to reduce food waste in its factories.”
“Kellogg’s is always looking for innovative ways to use surplus food, and the collaboration with Seven Bro7hers is a fun way to repurpose non-packaged, less-than-perfect cereal.
Keith McAcvoy, co-founder of Seven Bro7hers told the Drinks Business that working with Kellogg’s on the brewery’s first sustainable beer was pretty 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 be part of the fight against food waste.”
London brewer Toast Ale was one of the first breweries to start adding surplus food into the brewing process. The brewer, which has since launched in the US, uses leftover bread to produce its range of beer.
