The partnership will see more than half a tonne of surplus Jason’s Sourdough bread (enough loaves to stretch the length of two football pitches) being used to replace some of the malted barley from the brewing process.
Toast Brewing specialises in the production of beer made with surplus bread, a process which reduces the beer’s environmental impact through both reducing waste and demand for land and resource-intensive crops.
More than 200 Waitrose stores are now stocking 440ml cans of Toast Brewing x Jason’s Sourdough IPA, a 5.5% ABV hazy beer that features aromas of citrus and peach.
“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.”
Toast Brewing is known for collaborating with other food and drink businesses, having launched a beer in partnership with Welsh brewer Tiny Rebel earlier this year.
“Purposeful collaboration is at the heart of what we do at Toast,” explained Louisa Ziane, co-founder of Toast Brewing.
“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.”
Meanwhile, Waitrose beer buyer Jourdan Gabbini described the partnership as a “clever collaboration” that the retailer is “truly excited about”.
“Jason’s Sourdough is a brand that is already loved by so many Waitrose customers, and with such a strong purpose behind the product, we’re confident this beer is going to prove very popular,” added Gabbini.
September has been a busy month for Jason’s Sourdough, which also announced the launch of two new SKUs.
