Big Beer has taken important strides to improve sustainability this year, with brands like Carlsberg and Corona announcing eco-friendly packaging upgrades. The move has not gone unnoticed by Big Cereal, apparently. Kellogg’s announced a collaboration with U.K.-based Seven Bro7thers Brewery to turn leftover corn flakes into beer.
Called “Throw Away IPA,” the release is being brewed at Seven Bro7thers Brewery in Manchester, using corn flakes which are too big, too small, or overcooked to make it to your cereal bowl. According to the Telegraph, 30 percent of the beer’s grain contents are made up of the rejected cereal, with wheat making up the remaining 70 percent.
The brew, said to be “corn flake golden” in color, not only keeps unwanted cereal from the landfill, it also helps local food distribution charity FareShare. For each can sold, 10 pence (roughly 13 cents) will be donated to the cause.
“Kellogg’s is always exploring different and sustainable ways to reduce food waste in its factories. So it is great to be involved in such a fun initiative with a local supplier,” Kate Prince corporate social responsibility manager for Kellogg’s UK told the Telegraph.
Meanwhile, Alison Watson from Seven Bro7thers Brewery, said: “Seven Bro7thers Brewery is delighted to be working with Kellogg’s on a project which uses edible but not-sellable cereal.”
Seven Brothers follows in the footsteps of U.K.-based Toast Ale, a food-waste fighting beer company that launched in 2016.