Kellogg’s in Manchester, England has teamed up with UK brewery, Seven Bro7thers, to put new “pop” in the beer business.

The two companies are making beer using Rice Krispies and Coco Pops not perfect enough to make it into the cereal box.

As part of its sustainability efforts, Kellogg’s is repurposing misfit rice-based flakes that are too large, too small, overcooked, uncoated, or discolored and that would, in the past, have been used as animal feed.  The cereals replace malted barley in beer recipes.

These beers follow on the heels of a similar partnership which used rejected Corn Flakes to create “Throw Away IPA” in 2018.

Video Spotlight: Kellogg’s is making beer using discarded corn flakes

This post is based on the Independent article, Kellogg’s launches new beers made from Rice Krispies and Coco Pops waste, by Katie O’Malley, June 13, 2019; the Business Green article, Sip, sparkle, and drink: Kellogg’s turns cereal waste into beer, by Toby Hill, June 13, 2019 (requires a subscription); and the Facebook video, Kellogg’s is making beer using discarded corn flakes, by NowThis Food, December 18, 2019. Image source: Shutterstock / Y_L

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