Want the best of The Telegraph direct to your email and WhatsApp? Sign up to our free twice-daily Front Page newsletter and new audio briefings. “Kellogg’s 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 per cent reduction on food waste in our UK sites this year.”Alison Watson, from Seven Brothers Brewery in Salford, said: “Seven Brothers Brewery is delighted to be working with Kellogg’s on a project which uses edible but not-sellable cereal.“Kellogg recognises that it has an important role to play in reducing food waste, and that includes finding uses for edible food that doesn’t 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.” 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 food 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.