Consumers concerned about their carbon footprint will soon be able to drink beer and assuage their guilt over the environment at the same time as Kelloggs releases a beer made from leftover cornflakes.
As shoppers increasingly worry about the environmental impact of their purchases, companies have had to find creative ways to minimise food waste.
The cereal company is the latest to join this trend, making beer out of the cornflakes at their factories which would otherwise be waste product.
‘Throw Away IPA’, made by Seven Bro7thers Brewery in Manchester, uses "upcycled" cornflakes which are too big, small or overcooked to go in a box of breakfast cereal as a proportion of the wheat grain which goes into the beer.
A spokesperson for Kelloggs said that around 30 per cent of the grain content of the beer will be cornflakes, and 70 per cent wheat.
It is added during the "mash" process and reportedly sweetens the taste.
The IPA, which is "cornflake golden" in colour, is also helping foot distribution charity FareShare, as 10p from each can purchased will be donated to the cause.
Corporate social responsibility manager for Kellogg’s UK, Kate Prince, said: “Kellogg’s is always exploring different and sustainable ways to reduce food waste in its factories. So it is great to be involved in such a fun initiative with a local supplier.