Offbeat: Kellogg's has invented a new beer made from rejected Corn Flakes - PressFrom - Australia
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OffbeatKellogg's has invented a new beer made from rejected Corn Flakes

09:05  06 december  2018
09:05  06 december  2018 Source:   inews.co.uk

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Consumers looking to enjoy a pint and save the environment at the same time might be in luck. The cereal giant Kellogg ’ s is capitalising on an increasing concern for environmentally responsible food and drink by launching a new beer – made out of waste Corn Flakes .

Kellogg was an early proponent of the new germ theory of disease, and well ahead of his time in Will Kellogg was tasked with figuring out what had happened, and recreating the process reliably. Toasties Double-Crisp Corn Flakes , and marketing it as a direct competitor to Kellogg ' s Corn Flakes .

Kellogg's has invented a new beer made from rejected Corn Flakes© Provided by Johnston Publishing Ltd

Consumers looking to enjoy a pint and save the environment at the same time might be in luck.

The cereal giant Kellogg's is capitalising on an increasing concern for environmentally responsible food and drink by launching a new beer - made out of waste Corn Flakes.

‘Throw Away IPA’, made by Seven Bro7hers Brewery in Salford, uses flakes that are too large, small or overcooked to be included in cereal boxes, and upcycles them to make up a proportion of wheat grain used for beer.

Golden beer

The waste cereal was previously turned into animal feed, but will now make up 30 per cent of the beer’s grain content, with the remaining 70 per cent wheat.

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Corn Flakes . Kellogg ’ s ® has worked with more than 300,000 farmers across the globe to protect the planet and boost livelihoods. Kelloggs use rejected cornflakes to make beer in bid to cut down on. “ Kellogg ’ s is working hard to eliminate food waste in our manufacturing processes and give our

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The beer is said to be sweeter than a usual IPA and it retains the golden colour of the cereal it's made from.

Kellogg's has invented a new beer made from rejected Corn Flakes© Provided by Johnston Publishing Ltd

The cereal is perfectly safe to eat and 10p from each can is also being donated to food poverty charity FairShare.

Corporate social responsibility manager for Kellogg’s UK, Kate Prince, 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. Our approach has delivered a 12.5 per cent reduction on food waste in our UK sites this year.”

Experimental beers

Alison Watson, from Seven Bro7hers Brewery in Salford, said: "Seven Brothers Brewery is delighted to be working with Kellogg’s on a project which uses edible but not-sellable cereal.

“Kellogg's recognises that it has an important role to play in reducing food waste, and that includes finding uses for edible food that doesn’t make it into the cereal box. The cereal is perfectly safe to eat but the flakes might be too big, too small or broken so not good enough for your packs.

“We plan to create three beers including a Hoppy IPA which will be launched this month and sold in our Ancoats bar and the Dockyard, MediaCityUK.”

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