# Cereal Waste Beers The Kellogg's x Seven Bro7hers Throw Away IPA Makes the Most of Waste By Michael Hemsworth | Published 2018-12-06 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/throw-away-ipa References: [conveniencestore](https://www.conveniencestore.co.uk/products/kelloggs-turns-waste-corn-flakes-into-beer/574519.article?utm_source=RSS_Feed&utm_medium=RSS&utm_campaign=rss) & [sevenbro7hers](https://www.sevenbro7hers.com)  The Kellogg's x Seven Bro7hers Throw Away IPA has been announced by the prepackaged food brand and the UK-based brewery as a new libation that utilizes an unlikely ingredient: cereal waste. The beer is made from the Corn Flakes that don't make the cut from the manufacturer, which have traditionally been sent off to be used as feed for animals. The limited-edition beer is brewed for more than 14 days and uses the aforementioned waste Corn Flakes as replacement for the wheat grain in the recipe. The Kellogg's x Seven Bro7hers Throw Away IPA aims to bring about more awareness regarding food waste and also supports the FareShare charity by donating 10p from every can of the limited-edition beer that is sold. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 61% | Activity: 98% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Related on Trend Hunter - [Spacious Brewery Taprooms](https://www.trendhunter.com/trends/woodburn-brewery-and-taproom.md) - [Giant Champagne Bottle Beers](https://www.trendhunter.com/trends/magnum-of-heineken.md) - [Ecologically Sustainable Beers](https://www.trendhunter.com/trends/ecologically-sustainable-beers.md) - [Charitable Limited Edition Beers](https://www.trendhunter.com/trends/food-rescue-organization.md) - [Corndog-Flavored Beers](https://www.trendhunter.com/trends/flavored-ale.md) - [Vegan-Friendly Streetfood Bars](https://www.trendhunter.com/trends/v-street.md) - [Snack Brand Craft Beers](https://www.trendhunter.com/trends/planters-mr-ipanut.md) - [Craft Alcohol-Free Beers](https://www.trendhunter.com/trends/noalcohol-beer.md) - [Canadian Cannabis-Infused Craft Beers](https://www.trendhunter.com/trends/bell-city-brewing.md)