As the saying goes, one man’s trash is another man’s treasure, and cereal giant Kellogg’s is seizing that opportunity, giving new life to leftover cornflakes.
Environmentally-conscious beer drinkers will be happy to hear that the UK arm of the breakfast giant has partnered with a local brewer to release a beer made from dud cornflakes.
The aptly-named ‘Throw Away IPA’ is made by Seven Bro7thers Brewery in Manchester using cornflakes which are too big, too small or overcooked for the breakfast cereal.
A spokesperson for Kellogg’s told The Telegraph that around 30 per cent of the grain content of the beer will be cornflakes, and 70 per cent wheat.
The cornflakes are added during the “mash” process and reportedly sweeten the taste of the beer.
The IPA, which is “cornflake golden” in colour, is also helping food distribution charity FareShare with a 10p donation from each can purchased.
Corporate social responsibility manager for Kellogg’s UK, Kate Prince, said the company is always exploring sustainable ways to reduce food waste.
“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 per cent reduction on food waste in our UK sites this year,” Prince said.
“Kellogg recognises that it has an important role to play in reducing food waste, and that includes finding uses for edible food that doesn’t make it into the cereal box. The cereal is perfectly safe to eat but the flakes might be too big, too small or broken so not good enough for our packs.”
Alison Watson from Seven Brothers Brewery said the team are “delighted” to be working with Kellogg’s using “edible but not-sellable cereal”.
Watson also revealed plans to create three more beers including a Hoppy IPA which will be launched later this month.