Kellogg’s has teamed up with Salford brewery, Seven Bro7hers, to turn its ‘ugly’ corn flakes into an IPA.
Throw Away IPA’ is made from waste Kellogg’s Corn Flakes, from the Manchester cereal factory. The flakes are perhaps too big, small or overcooked – and therefore have not passed Kellogg’s strict quality control, and would inevitably go to animal feed. Keen to seek out new opportunities to upcycle its food waste, the breakfast giant approached Seven Bro7hers about the prospect of a cereal brew. Kellogg’s offered the opportunity to collaborate on an IPA, for charity – 10p from each can purchased will be donated to food distribution charity, FareShare.