The beer you knead

Iceland's bread beer tackles food waste

Image: Carve Surfing Magazine

Iceland have taken their commitment to helping the environment one step further this week. After publicising their promise to remove plastic from own-label products by the end of 2023, we didn’t think things could get much better. But it has. Their efforts to help the environment have overflowed into reducing food waste as well.

The British food retailer announced they’re working with Welsh brewery Tiny Rebel to produce a new beer, ‘Bread Board IPA’. Unsold bread is used to form part of this new brew. Tiny Rebel brewers simply replace some of the malt with the otherwise wasted bread.

If you didn’t already think this was a great idea, Iceland will also be donating 10p from every bottle sold to Surfers Against Sewage – a charity working to tackle plastic pollution and protect the UK’s coastlines.

Back in April, Iceland boss Richard Walker said “plastic-free aisles in supermarkets aren’t a bad idea, but they’re not enough.” He’s certainly sticking by that. We’re excited to see what they come up with next to tackle food waste and plastic pollution!

By Becky Loader | Marketing Executive

Published: 19th July 2018

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