Toast Brewing and Jason’s Sourdough Launch Food Waste-Fighting IPA in Waitrose

Two purpose-driven brands have come together for a bold new collaboration. Toast Brewing, pioneers of brewing with surplus bread, have partnered with Jason’s Sourdough, the UK’s number one sourdough brand, to launch a limited-edition beer that’s as delicious as it is sustainable.

The partnership sees over half a tonne of Jason’s surplus sourdough used to replace some of the malted barley – enough loaves to stretch the length of two football pitches. By giving the bread a second life, the beer not only prevents food waste but also reduces the environmental impact of brewing by cutting demand for resource-intensive crops.

The result? A juicy 5.5% IPA with aromas of citrus and peach, a balanced bitterness, and a crisp, smooth finish, described as “like a great marmalade on Toast.”

Jason Geary, Master Baker at Jason’s Sourdough, said:

“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. We’re proud to team up with Jason’s Sourdough to put their surplus to good use and brew a beer with both flavour and purpose.”

The Toast Brewing x Jason’s Sourdough IPA (440ml cans) is now available in over 200 Waitrose stores nationwide, marking a significant milestone for both brands.

Jourdan Gabbini, Beer Buyer at Waitrose, said: “Jason’s Sourdough is already loved by so many of our customers, and with such a strong purpose behind this beer, we’re confident it’s going to be very popular.”

This collaboration is proof that fighting food waste can be refreshing – in every sense of the word.