When most people think of Kellogg's Corn Flakes, they probably picture breakfast rather than beer.
But one of Britain's most innovative breweries has proved that surplus breakfast cereal can become the perfect ingredient for a very delicious pint.
Seven Bro7hers Brewery's Throw Away IPA is a fantastic example of how sustainability and great brewing can work hand in hand, transforming food that would otherwise go to waste into a refreshing, hop-forward craft beer.
Brewing Beer with Breakfast Cereal
The Salford-based brewery partnered with Kellogg's to create Throw Away IPA using surplus Corn Flakes from Kellogg's manufacturing process. These cereals are perfectly edible but may be slightly too large, too small or imperfect in appearance to make it into the familiar cereal boxes found on supermarket shelves.
Rather than allowing these perfectly good ingredients to become waste, they are incorporated into the brewing process, replacing part of the traditional grain bill during mashing. The result is an IPA with a subtle residual sweetness that complements the beer's generous hop character.
A Modern IPA
Throw Away IPA isn't simply a novelty beer.
The brewery has created a genuinely and highly enjoyable India Pale Ale that showcases modern hop varieties including Chinook, Amarillo, Loral and Talus Cryo.
Together they produce bright citrus flavours, floral aromas and gentle pine notes that craft beer lovers expect from a contemporary IPA.
At around 5% ABV, it offers a balanced drinking experience, with the sweetness from the Corn Flakes sitting comfortably alongside the refreshing bitterness of the hops.
Fighting Food Waste
One of the most appealing aspects of Throw Away IPA is the story behind it.
Food waste remains a significant challenge throughout the food industry, and innovative partnerships like this demonstrate that perfectly usable ingredients can often enjoy a second life rather than ending up as waste or lower-value products.
The collaboration proved so successful that Seven Bro7hers and Kellogg's later expanded the concept to create additional beers using surplus Coco Pops and Rice Krispies, highlighting just how creative sustainable brewing can become.
Not Quite Vegan
One interesting point worth noting is that Throw Away IPA isn't suitable for vegans. Although the brewery produces many vegan-friendly beers, this particular brew uses Kellogg's Corn Flakes, which contain Vitamin D derived from lanolin.
Our Verdict
Here at That's Food and Drink, we're always pleased to see breweries experimenting with new ingredients, particularly when those innovations help reduce food waste.
Throw Away IPA proves that sustainability doesn't have to come at the expense of flavour. It's a well-crafted modern IPA with an engaging backstory that makes every pint even more satisfying.
Whether you're a craft beer enthusiast, interested in sustainable food production, or simply curious about unusual brewing ingredients, this is one beer that's well worth seeking out.
And it's a very moreish IPA, in our opinion, light and very delicious.
Sometimes, breakfast really can be the most important ingredient of the day.