Cereal giant Kellogs has commissioned a brewery to begin making beers out of their cereals.
The UK will soon have a few brand new additions to its huge selection of available beers, but these might have connoisseurs squirming in their seats.
The American food giant Kellogs has now commissioned a British brewery to produce a range of beers made using rejected Rice Krispies and Coco Pops, thereby avoiding waste.
At a time when much thought is being given to zero-waste policies, Kellogg’s has awarded a contract to produce beer that tastes of its iconic Coco Pops and Rice Krispies to Seven Bro7hers Brewery, a young Manchester-based company launched by seven brothers.
The idea is twofold: unusual and fun beers are made, while a recycling system is created for cereal that has been rejected by quality control because it is overcooked, too dark in colour, etc. Coco Pops are used to replace malted barley and wheat, providing stout with a chocolate flavour (Sling It Out Stout). Ale lovers will probably prefer the beer made from Rice Krispies (Cast Off Pale Ale). These are relatively light beers with an alcohol content of no more than 5.5%.
These two new flavours join an India Pale Ale dubbed “Throw Away IPA,” which is made using Kellogg’s famous cornflakes and was launched in the UK last November.
Expect to pay GBP3.50, or about 3.89 euros, per can.
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