Warburtons & Toast Ale Created the First Beer Brewed with Crumpets
Laura McQuarrie — February 27, 2020 — Eco
References: toastale & famouscampaigns
British baking company Warburtons and Toast Ale collaborated to create the first-ever beer brewed with crumpets—the small griddle cakes traditionally made from a batter of water or milk, flour and yeast. The IPA was created to use up leftover crumpets that didn't make the cut and help reduce the company's food waste.
While Toast Ale has created a few bread-based beers before to bring awareness to the issue of food waste, this collaboration offered the unique opportunity to work with crumpets specifically. As James King, marketing and brand manager at Toast Ale, puts it: "We couldn’t be more excited to venture into the world of crumpets. As a British staple, they bring something hole-y different than our bread brewed beer, with a unique taste."
Image Credit: Toast Ale
While Toast Ale has created a few bread-based beers before to bring awareness to the issue of food waste, this collaboration offered the unique opportunity to work with crumpets specifically. As James King, marketing and brand manager at Toast Ale, puts it: "We couldn’t be more excited to venture into the world of crumpets. As a British staple, they bring something hole-y different than our bread brewed beer, with a unique taste."
Image Credit: Toast Ale
Trend Themes
1. Food Waste Beers - Breweries are collaborating with food companies to create beers using food waste as a sustainable approach to the environment.
2. Bread-based Beers - Breweries are experimenting with bread-based beers as a creative way to use leftover bread and reduce food waste.
3. Collaborative Brews - Collaboration between different industries, like food and beverage, can lead to innovative and unique products that appeal to a wider market.
Industry Implications
1. Food Manufacturing - Food manufacturers can partner with breweries to create new product lines using food waste and reduce their environmental impact while creating new revenue streams.
2. Beverage Manufacturing - Beverage manufacturers can explore collaborations with food companies to create unique and innovative products that stand out in the market.
3. Sustainability Consulting - Consulting firms specializing in sustainability can advise both food and beverage companies on how to reduce their waste and carbon footprint through innovative collaborations and product development strategies.
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