Kellogg's cereal beer set to launch across the on-trade

By Robert Mann contact

- Last updated on GMT

Cereal-iously?: Kellogg's beer, which is made from cereal, is to be rolled out across pubs and bars in the UK
Cereal-iously?: Kellogg's beer, which is made from cereal, is to be rolled out across pubs and bars in the UK

Related tags: Environment, Food

Cereal giant Kellogg’s has announced that its beer, which is made from waste cereal, will be rolled out across pubs and bars throughout the UK.

Beer fans will soon be able to get their hands on the unusual combination which features Kellogg's most-loved cereals.

Salford brewery Seven Bro7hers, the brains behind the concoction, says the tipple – made using cornflakes and Rice Krispies deemed "not good enough" for breakfast – will soon be available to purchase at local pubs and bars across Britain. 

The beers are part of Kellogg's sustainability initiatives – allowing manufacturers to use up cereals that would otherwise be fed to animals. 

Cornflakes and Rice Krispies

For instance, this includes Cornflakes that are "too big or small" for the pack or Rice Krispies that are "discoloured or overcooked".

The new Sling It Out Stout (5.5% ABV) will be produced with Coco Pops, while the Cast Off Pale Ale will be made with Rice Krispies.

These will also be joined by Throw It Away IPA (5% ABV), which is made from Cornflakes and was sold as a limited-edition can last year.

The Sling It Out Stout brew – which was perfected over five days at the brewery – uses 80kg of Kellogg's Coco Pops to replace malted barley.

This means that during the 'mash' process, the cereal​ creates the chocolatey taste of the stout.

Cast Off Pale Ale

A similar process is used for the Cast Off Pale Ale, this time using 80kg of Kellogg's Rice Krispies to replace the malted barley.

Speaking to The Morning Advertiser ​last year,​ Kate Prince, corporate social responsibility manager for Kellogg's UK, told of her excitement ahead of the project. 

She said: "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."

While there is no official date on when the beer will be hitting boozers, the brewery says it "cannot wait" to hear people's reactions once it becomes available.

Related topics: Beer, News

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