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 two 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 issue 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. 

Kellogg’s moved into their MediaCityUK headquarters in early 2018, just around the corner from Seven Bro7hers’ Salford Quays base. 

Around 60kg of waste cornflakes from their nearby Manchester factory go into the brew as a replacement for wheat grain. 

The cereals used in the beer are completely edible but may be too big, too small, or too overcooked to make it into a box of Kellogg’s. The waste grains would otherwise be used as animal feed. 

The IPA was initially only available at selected Seven Bro7hers stockists, including at their Ancoats and MediaCityUK locations. 

Now the IPA will be rolled out to pubs and bars across the UK, along with two new products, according to the brewery. 

‘Sling It Out Stout’ will make use of discarded cocoa pops. The brew was perfected over five days, with the chocolate from the cereal giving the stout a unique flavour. 

‘Cast Off Pale Ale’ will be made using rice crispies instead of malted barley. 

Seven Bro7hers was launched in 2014 by the Salford-based McAvoy brothers, following in the footsteps of their father who would brew his own beer in the family cellar. 

The brothers set up their brewery specialising in craft beer and subsequently opened an on-site tap room, as well as a beerhouse on Ancoats’ popular Blossom St. 

The cereal brews are not the company’s only collaborative effort. Last year they paired up with fellow family-run business Jimmy’s to create the ‘Honeycomb Pale Ale’, which is sold in their Northern Quarter bar. 

The McAvoy brothers also have four sisters, whose own venture Four Sis4ers Gin was launched in 2018.