“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.”
Alison Watson, from Seven Bro7hers Brewery in Salford, added: “Seven Bro7ers Brewery is delighted to be working with Kellogg’s on a project which uses edible but not-sellable cereal.
“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.
“We plan to create three beers including a hoppy IPA which will be launched this month and sold in our Ancoats bar and the Dockyard, MediaCityUK”.
The 5% ABV IPA is available in keg and can formats.
London brewery Toast Ale was one of the first breweries to start adding surplus food into the brewing process. The brewer, which has since launched in the US, uses leftover bread to produce its range of beer.
Breweries such as Toast have inspired similar projects including a collaboration between Suffolk brewer Adnams and UK retailer Marks & Spencer, the former making three beers using surplus bread from M&S’s sandwich production.
Kellogg’s has also launched a brewing project in New Zealand, teaming up with Auckland-based Hallertau to launch a limited-edition Crunchy Nut-inspired beer.