The food-manufacturing giant, Kellogg’s, has joint forces with Salford Brewery Seven Bro7hers to use “less-than-perfect” Coco Pops and Rice Krispies and turn them to beer products. This idea has been used before with Kellogg’s CornFlakes as the grains discarded during the production process were also turned into beers.

The selection for the materials for those beers can be anything from the flakes being overcooked, wrongly coated or have a discolouring that might not be able to pass the company’s checklist.

“Our primary objective is to convert every kilo of grain we buy into food that we can sell,” explains Kate Prince, corporate social responsibility manager for Kellogg’s UK and Ireland. “However, that’s not always possible.”

Share