I’d rather have a pint of Coco Pops!

"When you wake up in the morning, Pooh," said Piglet at last, "what's the first thing you say to yourself?" "What's for breakfast?" said Pooh. "What do you say, Piglet?" "I say, I wonder what's going to happen exciting today?" said Piglet. Pooh nodded thoughtfully. "It's the same thing," he said.

A.A. Milne

Now, we’re not advocating beer for breakfast; instead, we want to talk about something that’s exciting in a breakfast-y sort of way: our collaboration with Kellogg’s! Together, we’ve made three really good breakfast-inspired beers:

  • Throw Away IPA which is made with Corn Flakes
  • Cast off Pale Ale which is made with Rice Krispies
  • Sling it out Stout which is made with Coco Pops

Breakfast is ripe with inspiration for making beer – there’s the delicious ale made with surplus bread by brewers, Toast, for starters. Many stouts have notes of coffee in their flavour and some breweries will throw in a few beans when brewing their stout. Whilst no substitute for your morning burst of vitamin C, many-a-beer is brewed with orange and other fruits. Our own limited edition Blood Orange IPA is one of them. And just to stretch the idea one step further, some German smoked beers do actually taste of bacon! When the barley used to make the beer is dried over smoking flames, a bacon-like smokey infusion is absorbed and taste imparted to the beer. 

Anyway, fascinating as it is, don’t drink beer for breakfast.

Waste not want not

Always on the lookout for new ideas, new ways of introducing different flavours to our beers and to collaborating with our neighbours, back in 2018 we approached Kellogg’s (who had just moved to Salford, very close to our place) for a chat about using Corn Flakes in an IPA. We’d had a play and we were confident that we could create something quite unique.

We weren’t experts, but we suspected that there would be some waste that we could experiment with. And there was. At the time, Kellogg’s was sending more than 500 tonnes a year of wasted Corn Flakes to animal feed. In fact, Kellogg’s has a great attitude towards sustainability and food waste and invests time, money and imagination into lots of different ways to both reduce waste, donating it where possible. So we were a great fit.

Sometimes, the Corn Flakes just don’t pass muster for inclusion in one of those iconic cereal boxes – they might be overcooked, uncoated, the wrong size or discoloured – even though that familiar taste remains intact. That’s when we use them – effectively upcycling them into end-of-the-day consumption rather than wakey wakey rise and shine.

Bowled over

This first foray into cereal ale making produced Throwaway IPA in November 2018 a delicious hoppy, malty, amber ale with definite hints of Kellogg’s. It was an immediate success – both in cans and on draught and it got loads and loads of attention from the press. And, importantly, Kellogg’s loved it too which meant we could extend the idea and play a bit more. 

Coco Pops and Rice Krispies soon followed. By replacing 80kg of the malted barley in the stout and the pale ale with Coco Pops and Rice Krispies respectively, we were able to create two more cereal beers and create a mini range of beers. Again, these have proved to be really successful and have garnered press coverage all over the UK. Our story has even been told in the New York Times.

We’re very proud of the beer we create – and we’re very grateful to Kellogg’s for indulging our imaginations and supporting our efforts as well as drawing attention to what we’re doing. And we’re chuffed to bits that the beers themselves are really well appreciated – they’re not gimmicks, they’re proper beers. 

They are available in some bars and pubs as well as at our own beerhouses and tap room – they are also available in our online shop if you want to try them.

Keith McAvoy

Keith McAvoy


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