Froot Loops is a tasty, sugary cereal and despite a Quebec brewery’s best efforts, it’s going to stay that way.
The Farnham Ale & Lager brewery of the Montérégie region of Quebec, was told by the cereal giant, Kellogg’s, that its limited edition ‘Froot Loop’ IPA beer was a trademark infringement.
“We brewed the batch last December,” says Farnham Ale & Lager co-owner Jean Gadoua, in a phone call with Daily Hive. “We were a bit too drunk and we decided to brew an IPA with Froot Loops, just a little something special to generate interest.”
Kellogg’s Canada sent the brewery a cease and desist letter telling them to stop making the Froot Loops brew.
Gadoua says Kellogg’s were “very good sports about everything” and “they appreciated the fact that we took a liking to their famous cereal.”
The ‘Froot Loops IPA’ which contained 7.1% alcohol, was made with a New England IPA, oats, a mix of hops and the colourful cereal. It was packaged with a blue toucan bird and a vibrant colour scheme.
The beer was made in a small batch, with only 1,200 cans available. Gadoua said they sold the cans exclusively at their brewery in Farnham and they “sold out in 15 minutes,” according to the co-owner.
Farnham Ale & Lager advertised the limited edition loopy beer on social media, posting pictures of piles of the sugary cereal in their brewhouse.