Kellogg’s launches beer made from Rice Krispies and Coco Pops to cut down on food waste

Danielle Fowler
Freelance Writer
Calling all cereal fanatics, a range of beers made from cereal has landed [Photo: Seven Bro7hers]

In a bid to cut down on waste, Kellogg’s has teamed up with Manchester-based brewery, Seven Bro7hers, to turn its “less than perfect” Rice Krispies and Coco Pops into beer.

Following the success of ‘Throw Away IPA’, a beer made from Cornflakes which launched last November, the new range of beers will give a certain snap, crackle and pop.

The limited edition craft beer will be made from “too big, small or overcooked” rice-based flakes leftover from the Salford factory.

Sling It Out Stout will be a chocolate-based beverage which takes over five days to produce from 80kg-worth of the cereal - a moreish alternative to malted barley if we say so ourselves.

While Cast Off Pale Ale is sure to please Rice Krispie fans with its sweet oh-so-nostalgic flavour.

“Our primary objective is to convert every kilo of grain we buy into food that we can sell,” responsibility manager for Kellogg’s UK and Ireland, Kate Prince, said. “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.”

READ MORE: This is how much sugar is in your morning bowl of cereal

The beers are currently being sold on tap across Manchester-based Seven Bro7thers Brewery pubs.

For cereal bingers who sadly don’t live up north, a £13 variety pack is also up for grabs on the brewery’s website with plans for Selfridges and Ocado to eventually (fingers crossed) sell the ale.

Anyone else craving a mid-afternoon bowl of Coco Pops now? Just us...

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