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Booze, Food, Food News

Kellogg's tells Quebec brewery to stop making 'Froot Loops' flavoured beer

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Tyler Jadah Feb 28, 2019 1:47 pm 299

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.”

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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.

Farnham Ale & Lager/Facebook

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.

Farnham Ale & Lager/Facebook

Gadoua says he understands Kellogg’s side of the infringement and was “surprised it took so long.” The brewery hopes they can collaborate with Kellogg’s on another fruity beer in the future — and so do we.
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