In a bid to cut down on waste, Kellogg’s has teamed up with Manchester-based brewery, Seven Bro7hers, to turn its “less than perfect” Rice Krispies and Coco Pops into beer.
Following the success of ‘Throw Away IPA’, a beer made from Cornflakes which launched last November, the new range of beers will give a certain snap, crackle and pop.
The limited edition craft beer will be made from “too big, small or overcooked” rice-based flakes leftover from the Salford factory.
Sling It Out Stout will be a chocolate-based beverage which takes over five days to produce from 80kg-worth of the cereal - a moreish alternative to malted barley if we say so ourselves.
While Cast Off Pale Ale is sure to please Rice Krispie fans with its sweet oh-so-nostalgic flavour.
“Our primary objective is to convert every kilo of grain we buy into food that we can sell,” responsibility manager for Kellogg’s UK and Ireland, Kate Prince, said. “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. This activity is part of our new ‘Better Days’ commitments which aim to reduce our impact on the planet.”
The beers are currently being sold on tap across Manchester-based Seven Bro7thers Brewery pubs.
Anyone else craving a mid-afternoon bowl of Coco Pops now? Just us...