Toast Brewing has teamed up with Jason’s Sourdough to launch an IPA made with half a tonne of surplus sourdough.
The Toast x Jason’s Sourdough IPA (rsp: £3.50/440ml) has rolled out to over 200 Waitrose stores as part of the retailer’s most recent beer and cider shake-up.
Billed as tasting “like a great marmalade on toast”, the brew contains Jason’s Sourdough in place of some malted barley in its mash.
“We’re delighted to partner with Toast Brewing on this limited-edition beer.” said Jason Geary, master baker at Jason’s Sourdough. “This collaboration allows us to give any surplus sourdough a new lease of life, turning it into something delicious. By combining our expertise in traditional sourdough with Toast’s innovative brewing, we’ve created a beer that celebrates craftsmanship while tackling food waste.”
Louisa Ziane, co-founder of Toast Brewing, added: “Purposeful collaboration is at the heart of what we do at Toast. We’re incredibly proud to team up with Jason’s Sourdough for this beer, to put their delicious surplus to good use and tackle food waste in a creative way together.”
The NPD caps a busy few weeks for Jason’s, which has also recently rolled out its first-ever crumpets and non-sliced loaf in grocery.
The Jason’s Great White Unsliced Whole Boule is now available in 300 Tesco stores (rsp: £2.70).
Proper Sourdough Crumpets, meanwhile, are in 700 Tesco stores.
Earlier this year, Toast Brewing penned a deal for Freedom Brewery to exclusively brew and sell its beers nationwide.
Previously, Toast Brewing’s beers – made using surplus bread and sold in retailers including Waitrose, Co-op and Ocado – were produced under contract at several brewing facilities.
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