Wasted On Rice Krispies: Cereal Becomes Craft Beer

BATTLE CREEK, MI — A pint of Coco Pops, Corn Flakes, or Rice Krispies? You read that right. You can now get drunk on cereal. Well, leftover cereal.

Kellogg’s is teaming up with Seven Brothers Brewery in England to produce IPAs and stouts made from your favorite childhood cereals.

On Thursday, three beers — Sling it out Stout, Throw Away IPA and Cast off Pale Ale — officially launched, the brewery and cereal giant confirmed.

“We welcome 2 new arrivals to our @kelloggs.uk upcycled cereal range,” the Instagram post stated. “So would you rather have a pint of Coco Pops ? Or are you looking for a bit of Snap, Crackle & Hop in your beer ?”

The Rice Krispies and Coco Pops beers, surely two favorites for youths across the globe, might win some parents over; the double dry hopped pale ale and stout boast 5.5 percent alcohol by volume. The Corn Flakes IPA, no slouch, touts 5 percent.

The craft beers are made from “upcycled” cereals. Kellogg’s U.K. and Ireland wrote in an Instagram post that the Coco Pops and Rice Krispies beers are limited edition. They’re made from rejected cereals that were “perhaps considered too big, small or overcooked.”

“Each one is made from discarded grains created in the cereal cooking process,” the brewery wrote on its website. “Still packed with taste and flavour, the rice-based flakes don’t quite make the grade required to get into the cereal boxes.”

The Corn Flakes replace some of the wheat grain in the beer mix during what’s known as the mashing process. Rice Krispies and Coco Pops replace malted barley.

The beers are offered in singles, six packs, 12 packs and variety packs.

The beers will be offered at various pubs and beer distribution places in England, but will not be sold in stores in the U.S. They can be bought online.

Kate Prince, corporate social responsibility manager for Kellogg’s UK and Ireland, said in a news release that the company hopes to convert “every kilo” of grain it buys into food it can sell, but that’s not always possible.

“Kellogg’s is always looking for innovative ways to use surplus food, the collaboration with Seven Bro7hers is a fun way to repurpose non-packaged, less-than-perfect cereal. This activity is part of our new ‘Better Days’ commitments which aim to reduce our impact on the planet.”

‪Where to find our @KelloggsUK upcycled cereal #craftbeers today! @SevenBroAncoats , webshop www.sevenbro7hers.com @BoothsCountry @TheDockyardMCUK @themontontap @WDSGroupLtd @TheGasworksFS @AncoatsGS @beerkeepersuk @beerstorkuk @EeBriaUK @TheNookBX @Bar_Num6er @PortlandWineCo ‬
A post shared by SEVEN BRO7HERS BREWERY (@sevenbro7hersbrew) on Jun 13, 2019 at 1:10am PDT

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