Seven Bro7hers will use cornflakes deemed not good enough for breakfast – which may be too small, too big or overcooked – to brew the limited edition Throw Away IPA (5% ABV).
The partnership will result in the creation of a trio of beers made by upcycling waste cereal.
Kate Prince, corporate social responsibility manager for Kellogg’s UK, said: "Kellogg’s is always exploring different and sustainable ways to reduce food waste in its factories. So it's 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."
The Manchester-based brand has overseen a 12.5% reduction in food waste in its UK sites this year.
Reducing waste
Alison Watson, from the brewery, said: “Seven Bro7hers Brewery is delighted to be working with Kellogg’s on a project that uses edible but not sellable cereal.
“Kellogg's 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."
It took two weeks to perfect the brew, which uses 60kg cornflakes to replace some of the wheat grain in the beer mix.
Family affair
Seven Bro7hers was founded in 2014 by seven siblings from the McAvoy family. A sister act followed in March this year, with the formation of distillery Four Sis7ers Gin.
The brewery was approached by its MediaCity neighbours after it experimented with brewing with the cereal, co-founder Keith McAvoy told The Morning Advertiser.
"They said 'we love it and we want to do something official with you,'" he said.
"We came to the conclusion we wanted to do a series of beers, all with the point of upcycling. It made for a really great point of difference as well."
He added: "We were super pleased they wanted to go ahead and do this."
