Kellog's team with Salford brewery to make 'cereal beer'
Kellogg’s has teamed up with Salford-based brewery Seven Bro7hers once again to create t wo new beers using cereal which would otherwise go to waste. The launch comes after the pair initially released the ‘Throwaway IPA’ last year making use of rejected cornflakes in a bid to tackle food waste. Speaking to BBC Radio Manchester this morning, Seven Bro7hers’ Keith McAvoy told of how the idea initially came about after they created the ‘ Cornshake ’ beer with BrewDog Manchester using regular cornflakes. The cereal giant then approached the brewery about making an IPA using ‘upcycled’ cereal. Addressing the is sue of sustainability, Keith said the project is something the brewery is proud to be a part of. The collaboration was also a charitable effort, with 10p from every can going to food poverty charity FareShare...