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.