Kellogg's launches new beers made from Rice Krispies and Coco Pops

Written by: Editorial staff | Published:
The beers are made from discarded grains created in the cooking process at the Kellogg’s Manchester factory

Cereal manufacturers Kellogg’s has teamed up with Salford brewery Seven Bro7hers to turn its imperfect Rice Krispies and Coco Pops into beer.

Following on from the success of its Throw Away IPA made from surplus Corn Flakes, the brewers have now created a stout and pale ale.

The beers are made from discarded grains created in the cooking process at the Kellogg’s Manchester factory.

The Sling it Out Stout brew uses 80kg of Coco Pops to replace malted barley, which creates the chocolatey taste.

A similar process is used for the Cast off Pale Ale which replaces malted barley with Rice Krispies to create sweet notes in the beer.

The collection will be sold on tap across Manchester in Seven Bro7hers Brewery bars plus stockists and online.

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

Kellogg’s moved its UK headquarters to MediaCityUK in January, which neighbours the Seven Bro7hers office.

Seven Bro7hers was started by seven siblings in 2014 after being inspired by their dad’s home-brewing efforts in their cellar.

In March 2018, their sisters opened a gin distillery, making them one of the large single families in the alcohol business.


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