Seven Bro7hers Throw Away IPA Review – The Beer Brewed with Kellogg's Corn Flakes

Discover Seven Bro7hers Throw Away IPA, the innovative craft beer brewed using surplus Kellogg's Corn Flakes to reduce food waste while delivering plenty of flavour.

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.

https://www.sevenbro7hers.com

Kellogg UK Commits to Supporting Veterans and their Families with Armed Forces Covenant Pledge

Top UK breakfast cereal maker, Kellogg UK has made a special commitment to veterans, reservists, and their families by signing up for the Armed Forces Covenant.

The Covenant is a voluntary pledge which acknowledges by the organisation that those who serve or who have served in the armed forces, and their families, should be treated with fairness and respect.

Kellogg’s has a K-Vets and Supporters network at its HQ in MediaCity which is committed to incorporating top tier veteran talent into all levels of the organisation.

The cereal and snacks company actively supports the employment of veterans, recognising military skills and qualifications in its recruitment and selection process.

Chris Silcock, who is Kellogg UK MD said: “At Kellogg’s we believe everyone should have a place at the table. By signing the Armed Forces Covenant we hope to become a career destination for military veterans. We'll continue to actively support the employment of veterans, recognising military skills and qualifications in our recruitment and selection process.”

The company has a strong KVets programme in the USA which supports the 490 ex-military personnel working in Kellogg North America via its Battle Buddies and Military Mentorship Programme.

Chris Silcock was joined by Commander Judith Barnes Royal Navy Reserve, Air Employer Engagement Regional Officer and Colonel Darren Doherty yesterday at Kellogg’s MediaCity HQ to officially sign the Covenant.

Colonel Darren Doherty, Commander Army North West Region commented: “I'm delighted to witness a huge global company like Kelloggs, and one with roots that are firmly in the North West, publicly pledging their continued support to the Armed Forces community: serving regular, reserves, veterans and their families, by signing the Armed Forces Covenant. I look forward to supporting Kellogg’s in their next steps towards achieving award status as part of the Armed Forces Employer Recognition Scheme.”

Kellogg’s donated 19,000 servings of food over the past year to charities across the UK who state their primary audience as being military personnel, veterans or their families. This includes residential settings, training centres, drop in and day centres.

Andrew Western MP said: “I’m delighted Kellogg’s has signed the Armed Forces Covenant Pledge. Our Armed Forces community obviously deserves to be treated with fairness, respect, and compassion; not just when serving, but as they transition back into civilian life.

Kellogg’s employs hundreds of people across its head office in Media City and its factory in Trafford Park, so I have no doubt that the service people and veterans living within my constituency of Stretford and Urmston will benefit from this.”

Kellogg’s also recently removed the requirement for job applicants to the company to have a degree as part of its drive to become a more inclusive employer.

https://www.kelloggs.co.uk/en_GB/home.html

(Image courtesy scan5353 and Pixabay)

Kellogg's fan goes nuts over delivery

One fan of Kellogg's cereals has received the surprise of a lifetime. An absolutely gigantic box of Crunchy Nut -Salted Caramel Flavour Twist, plus enough cereal to last 12 months, was delivered direct to their door.

The competition, which was run in order to celebrate the release of Kellogg’s new Crunchy Nut flavour – Salted.

Benny Thomson who is from Blackfield near Southampton was the excited winner of a giant delivery of an 8.2ft box and a year’s supply of cereal.

A delivery truck, manned by two Crunchy Nut delivery drivers, made the winning journey to delight

Benny with the surprise enormous box, weighing in at a whopping 45kg.

The mega delivery coincides with research released revealing that we are a nation of cereal fanatics, getting through 15.4 billion bowls per year, approximately 462 thousand tonnes, which is enough to fill 185 Olympic swimming pools!

The average Brit munches through some18,124 bowls of cereal over their lifetime, which would weigh in at over half a tonne.

So it's no surprise cereal was crowned Britain’s favourite breakfast in a new survey (which found it’s regularly eaten by 82% of Brits) ahead of toast (64%) and porridge (47%), taking second and third place respectively.

But whilst the nation is agreed on their favourite breakfast, –the question of what to pair it with, and how, is another matter. Milk remains the most popular accompaniment, with 89% revealing this as their go-to.

However, the order in which the cereal and milk are poured, is up for debate. Proving a bone of contention, the research revealed 41% of Brits wouldn’t trust someone who puts their milk in first, whilst a quarter of Brits (25%) admitted they pour their milk in before their cereal.

Not tied down by tradition, the study revealed that Brits are keen to look beyond the classic milk pairing, with yoghurt (24%), coffee or tea (13%), fruit juice (8%), and even eating cereal with water (9%), as alternatives.

Whilst known as a popular choice for breakfast, 40% revealed they eat cereal before bed and a further 43% enjoy a bowl after breakfast, as a mid-morning snack.

Crunchy Nut holds the number one spot as Kellogg’s biggest cereal brand¹, and was invented in Manchester over 40 years ago, with the cereal still being made in the same factory to this day. Salted Caramel Flavour Twist is the first adaptation of Kellogg’s classic honey-nut coated, golden flakes since it was launched back in 1980.

Kellogg’s produces around 20 million kilograms of Crunchy Nut using over 1.3 million kilograms of peanuts each year, which is almost 600,000 boxes per week.

Rui Frias, Crunchy Nut senior brand manager, opined: “We've seen increasing demand for salted caramel options, so it made perfect sense when developing a new Crunchy Nut flavour that we give it a try - and we’re glad we did as the result is irresistible! We put a lot of care into each box of Crunchy Nut Salted Caramel – it takes around five hours to take a grain of corn and turn it into a Crunchy Nut flake, boxed up and ready to go.”

Competition winner Benny, said: “I'm really thrilled to have a won a year’s supply of Crunchy Nut Salted Caramel Flavour Twist! I have a been a fan of the cereal for as long as I can remember. Thank you, Crunchy Nut!”

Crunchy Nut Salted Caramel Flavour Twist is available now from most major supermarkets (£2.99 RRP)