Why waste (nearly) perfect cereal when you can turn it into beer? Kellogg’s has teamed with England’s Seven Bro7hers Brewery to create a new craft beer. The beverage includes Corn Flakes that aren’t up to par for the cereal but are apparently good enough to make into beer.
The drink is called Throw Away IPA, according to Food & Wine. Corn Flakes that don’t pass the muster at the Kellogg’s manufacturing plant in Manchester will be delivered to the brewery in nearby Salford. The defective Corn Flakes are typically rejected because they’re the wrong size or aren’t cooked correctly.
Seven Bro7hers required just two weeks to create its brew, which needs 130 pounds of Corn Flakes for each batch. The brewery will sell the 5-per cent ABV beer in cans and on draft.
“Seven Bro7hers Brewery is delighted to be working with Kellogg’s on a project which uses edible but not-sellable cereal,” Alison Watson of Seven Bro7hers told Food & Wine. “We plan to create three beers including a hoppy IPA which will be launched this month and sold in our Ancoats bar and [the pub] the Dockyard, MediaCityUK.”
Food waste is a global problem, and 10 pence from each can of beer sold will be given to the FareShare charity, which strives to reduce food waste in the United Kingdom.
Kellogg UK Corporate Social Responsibility Manager Kate Prince said of the project: “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 percent reduction on food waste in our UK sites this year.”
Beer is typically made with water, barley, malting hops, and yeast. But the Throw Away IPA isn’t the only beer made with unusual ingredients. Several fruit beers are available worldwide, including the African-inspire Sprecher Mbege Ale, which is made with bananas. The Belgian beer Browerij Smisje Wostyntje Mustard Ale includes mustard seeds, while Mamma Mia’s Pizza Beer features pizza crust. Ireland’s The Porterhouse Brewing Company has an Oyster Stout, which speaks for itself. And if you really want to be grossed out, check out Rogue Ales Brewery Company in Oregon, which uses the yeast from men’s beards in its brews (no thank you).