Toast Brewing and Jason’s Sourdough launch limited edition beer to tackle food waste

Toast Brewing, the brand known for brewing beer with surplus bread, has joined forces with the UK’s No.1 Sourdough brand, Jason’s Sourdough to create a bold new beer with a bold mission to reduce food waste.

The partnership sees over half a tonne of surplus Jason’s Sourdough being used to replace some of the malted barley. That’s enough loaves to stretch the length of two football pitches.

Launched only 5 years ago, Jason’s Sourdough is baked using traditional methods and simple, high-quality ingredients. Their mission is to make real bread - proper sourdough with no added yeast, preservatives, emulsifiers, or unnecessary additives - more accessible to more people. 

“We’re delighted to partner with Toast Brewing on this limited edition beer.” says 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.” 

Jason’s Sourdough’s long-standing commitment to quality is also reflected in their sustainability work, which includes using renewable energy in their bakeries.

Using surplus bread reduces the beer’s environmental impact - using bread that would otherwise have been wasted helps to reduce demand for land- and resource-intensive crops, while cutting carbon emissions.

“Purposeful collaboration is at the heart of what we do at Toast,” said 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.”

The beer is a juicy 5.5% IPA, a hazy beer with a full flavour profile and a clear purpose. It boasts aromas of citrus and peach, a balanced bitterness, and a crisp, smooth finish - described as ‘like a great marmalade on Toast.’

The Toast Brewing x Jason’s Sourdough IPA (440ml cans) is now in over 200 Waitrose stores nationwide.

Jourdan Gabbini, Beer Buyer at Waitrose said, "this clever collaboration is one we're 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." 

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Notes to Editors 

About Toast Brewing: 

Toast set out to make beer that tastes great and does amazing things too. That’s why they brew with surplus bakery bread, turning leftover loaves into liquid gold. What’s more, all their profits go to environmental charities to buy Mother Nature a round. Raise a Toast to planet Earth.

About Jason’s Sourdough: 

For further information on Jason’s Sourdough, please contact:

361 Communications – abbie@361communications.com / kirstin@361communications.com 

Jason’s Sourdough is the UK’s No.1 sourdough brand, known for its commitment to crafting bread with superior flavour and texture. With a focus on using simple, high-quality ingredients, Jason’s Sourdough has become a household favourite, consistently delivering premium bread that is both delicious and versatile. https://www.jasonssourdough.co.uk/ 

For media queries please contact:  

Toast Brewing - Louisa Ziane. Email: press@toastbrewing.com 

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