Kelloggs will release a beer made from leftover Corn Flakes.
The beer is being made to lessen the environmental impact of food waste, to ensure that customers no longer worry about what happens to leftover food.
The Throw Away IPA is made by Seven Brothers Brewery in Manchester. It uses upcycled cornflakes which are too big, small or overcooked to sell in a box of cereal, as a proportion of the wheat grain which goes into the beer.
The cornflakes actually sweeten the taste of the beer.
The beer is the same colour as cornflakes, and is helping food distribution charity FareShare, as 10p from each can will be donated to the cause.
Corporate social responsibility manager for Kelloggs UK, Kate Prince, said: Kelloggs 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.
Kelloggs 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% reduction on food waste in our UK sites this year.
Alison Watson, from Seven Brothers Brewery in Salford, added: Seven Brothers Brewery is delighted to be working with Kelloggs on a project which uses edible but not-sellable cereal.
Kelloggs recognises that it has an important role to play in reducing food waste, and that includes finding uses for edible food that doesnt 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 our 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.