The Salford brewery’s new beer, Throw Away IPA, is made using corn flakes that did not pass Kellogg’s quality control at its Manchester factory and would have inevitably gone to animal feed.
About 60kg of Kellogg’s Corn Flakes are used to replace some of the wheat grain in the beer mix, which sweetens the taste of the drink during the ‘mash’ process.
‘Reduce food waste’
Speaking at Throw Away IPA’s launch, at Kellogg’s HQ in MediaCity UK yesterday, 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 supplier.
“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. Our approach has delivered a 12.5% reduction on food waste in our UK sites this year.”
The manufacturer will donate 10p for every can of Throw Away IPA sold to food distribution charity FareShare. The beer will be available across Manchester through Seven Bro7hers’ “hang outs” and stockists of the brewers’ products.
‘Edible but not-sellable cereal’
Commenting on the brewer’s partnership with Kellogg’s, Seven Bro7hers’ Alison Watson said: “Seven Bro7hers Brewery is 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 our packs.”
Watson also revealed Seven Bro7hers’ plans to create three new beers, including a Hoppy IPA to be launched this month and sold in its Ancoats bar and the Dockyard, MediaCity UK.