Kelloggs has teamed up with Salford brewery Seven Bro7hers to turn its less-than-perfect Rice Krispies and Coo Pops into beer.
This follows the success of the Throw Away IPA, which is beer made from leftover Kelloggs Corn Flakes.
And now, the brewers have created a coco-based Sling it out Stout and a snap, crackle and pop Cast off Pale Ale.
The beers are made from discarded grains created in the cooking process at the cereal giants Manchester factory.
The new craft beers are made from rice-based flakes that are either overcooked, uncoated or discoloured, and therefore have not passed Kelloggs strict quality control, would not make it into the pack and would inevitably go to animal feed.
Launching Sling it Out Stout and Cast off Pale Ale, corporate social responsibility manager for Kelloggs UK and Ireland, Kate Prince, said: Our primary objective is to convert every kilo of grain we buy into food that we can sell. However, thats not always possible.
Kelloggs 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.
The Sling it Out Stout brew – which was perfected over five days – uses 80kg of Kelloggs Coco Pops to replace malted barley.
During the mash process the cereal creates the chocolatey taste.
A similar process is used for the Cast off Pale Ale, using 80kg of Kelloggs Rice Krispies to replace malted barley with the cereal creating sweet notes in the beer.
The beers will be limited edition, with the Throw Away IPA also making a comeback.
The three beers will be sold on tap aross Manchester in Seven Bro7thers Brewery pubs, as well as places that stock the brewer, from 13 June.
Keith McAcvoy, founder of Seven Bro7hers Brewery, in Salford, said: Working with Kelloggs on the Read More – Source