Manchester's Seven Bro7thers are joining the plight against food waste and environmental impact of production with their new Throw Away IPA, made using rejected Kellogg's Cornflakes that are deemed too big or small, or overcooked to go into the cereal box. A proportion of wheat grain for the beer is taken from these unused flakes in a creative way for the brand to be more sustainable.
Corporate social responsibility manager for Kellogg's UK, Kate Prince, told The Telegraph, "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.
"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."
We covered 'The Wasted' trend in a drinkswatching report last summer, looking at how many bi-products or waste are being recycled into other products. One of these was another beer, this time made from bread. Toast Ale was the brand taking bread otherwise going to waste as donated by bakeries, as well as the heel ends that don't make it to commercial sandwich use, and brewing it into their own beer. Read the full report here and see what other produces we identified as being upcycled.