The chief executive of the Foundation for Alcohol Research and Education has slammed a partnership between cereal giant Kellogg’s and New South Wales brewery One Drop, and in an unusual move, announced publicly that the organisation will be complaining to ABAC about the collaboration brew.

Michael Thorn, boss of the anti-alcohol lobbying body, harked back to the “more innocent time when the only thing objectionable about Kellogg’s Cornflakes was the taste” in the post on the organisation’s website Drink Tank..

The scathing attack covering alcohol harm and the appeal of the IPA to children culminated in the announcement that FARE was lodging official complaints with not only ABAC, but also Liquor and Gaming NSW and the Alcohol Advertising Review Board.

Thorn highlighted that Kelloggs’ cartoon rooster mascot Corny features prominently on the IPA.

“What are kids to make of a bright can brandishing the words ‘cornflakes’ and ‘milkshake’, the logo Kellogg’s and a cartoon rooster? They do not have the capacity to know this is supposedly an adult beverage.

“Such branding, with its clear appeal and recognition to children is unacceptable, should be deemed a clear breach of alcohol advertising standards and is way out of line with community standards and expectations.”

One Drop was contacted but said they had no comment at this time. Kellogg’s had not responded to requests for comment by the time of publication.

The milkshake IPA hit the headlines earlier this month as the latest novelty collaboration with a big brand.

In a press statement the One Drop and Kellogg’s teams said the limited edition IPA was a “creamy full-bodied sweet beer with the right slice of hoppy bitterness”.

It’s brewed on site at One Drop’s brewery and taproom with Sabro, Citra and Simcoe hops. Prices apparently start from $9.

“This beer is a fun way to remind Aussies of the versatility of cereal,” said Bruno Madonna, director of research and technology at Kellogg’s, at the time.

ABAC has not yet confirmed whether a complaint has been made.