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Kellogg’s Imperfect Grains Find New Calling In Service Of Beer

by Rudy Sanchez on 06/19/2019 | 2 Minute Read

Beer and breakfast cereal share some common ingredients, mainly in the form of grains such as corn, wheat, oats, and barley. The similarities pretty much end there, however. These everyday ingredients inspired brewers to utilize longtime childhood favorites such as Lucky Charms-marshmallows and all-as a spin on traditional craft beers.

Until now, makers of long-time favorite cereals such as General Mills, Kellogg’s and Post haven’t participated in the designing of these new beer recipes. But Kellogg’s is changing that, seeing an opportunity to further their sustainability efforts through beer, partnering with Seven Bro7hers to release a new line made with upcycled, factory-rejected, cereal.

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Kellogg’s makes a lot of cereal, and not all of it is good enough for them to pack into a box. But these slightly imperfect pops and flakes, instead of being thrown away, can find a new life in service of tasty brewskis, and the cereal behemoth enlisted UK-based Seven Bro7hers to create a beer from Coca Puffs, replacing barley to create “Sling It Out Stout,” using the chocolatey cereal to impart dense, decadent flavors. “Cast off Pale Ale,” uses Rice Krispies to create a malty flavor, and “Throw Away IPA,” previously a special edition release last November, comes back as a permanent addition to the lineup, rounding out the trio of cereal-based beers.

Cereal beers continue to be big business, and the branding and packaging rely heavily on tapping into the nostalgia of Lucky Charms-fueled Saturday morning cartoon binges, with milk-drenched cans sporting the color palette of the cereal used for the beer.

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“Kellogg’s is always looking for innovative ways to use surplus food. This activity is part of our new ‘Better Days’ commitments which aim to reduce our impact on the planet,”  said corporate social responsibility manager for Kellogg’s UK and Ireland, Kate Prince, via press release.

Not every single grain is worthy enough to pass Kellogg’s cereal quality control, but that doesn’t mean they need to go to waste, a fact not lost on Kellogg’s, hence offering them up in service of refreshing, tasty beer.

If you want to give breakfast cereal beer a taste, they are available now at Seven Bro7hers supplied pubs and bars, at sevenbro7thers.com, and soon at Ocado and Selfridges outlets.