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Beverages

Did Kellogg's Just Get in the Beer Business?

Cereal maker upcycles discarded flakes with help from brewer
Photograph courtesy of Seven Bro7hers

MANCHESTER, U.K. — In an effort to cut down on waste, Kellogg's has teamed up with a brewery in the United Kingdom to convert leftover breakfast cereal into flavorful beers. The result is three beers from Seven Bro7hers Brewery in Manchester.

  • Throw Away India Pale Ale is "a hoppy IPA" made from Corn Flakes that beer-fan website Untappd has rated 3.65 out of five stars.
  • Sling It Out Stout is a chocolate-based beer made from Coco Pops.
  • Cast Off Pale Ale is a "double dry hopped pale ale" made from Rice Krispies.

"Each one is made from discarded grains created in the cereal cooking process. Still packed with taste and flavor, the flakes don’t quite make the grade required to get into the cereal boxes. But they’re not wasted!" Seven Bro7hers said on its website. "Kellogg’s Corn Flakes are used to replace some of the wheat grain in the beer mix during the mashing process of making Throwaway IPA. Rice Krispies replaces the malted barley in our Cast Off Pale Ale, and Coco Pops replaces the malted barley in Sling it Out Stout."

In tweets, @Kellogg.uk said, "This limited edition beer is made from Kellogg's Coco Pops and Rice Krispies that were perhaps considered to be too big, small or overcooked to make it into our packs. Be sure to try this limited edition brew while stocks last."

There's no sign that the beers will be available in the United States. The Seven Bro7hers website shows a variety pack of all three beers available for 13 pounds, or about $21, according to a Yahoo Style report.

Battle Creek, Mich.-based Kellogg sells products in more than 180 countries. With nearly $13 billion in sales in 2017, it produces a variety of cereal, snack and convenience brands, including Keebler, Special K, Pringles, Kellogg's Frosted Flakes, Pop-Tarts, Kellogg's Corn Flakes, Rice Krispies, Cheez-It, Eggo, Mini-Wheats and more.

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