The Toast Ale x Warburtons Toasted Crumpet Session IPA Uses Food Waste
Michael Hemsworth — February 27, 2020 — Marketing
The Toast Ale x Warburtons Toasted Crumpet Session IPA is a beer collaboration beer created by the two brands as a way to offer consumers a premium product, while also combating against food waste.
The beer features a 4.2% ABV and features crumpets as a replacement for some of the malted barley in the recipe that have been sourced from Waburtons. The product addresses Warburtons' interest in using its leftover food waste for good instead of allowing it to simply be thrown away.
Marketing and Brand Manager at Toast Ale James King spoke on the Toast Ale x Warburtons Toasted Crumpet Session IPA saying, "Our mission remains to brew beer that is planet-saving and palate-pleasing, and 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. We will continue to toast change and hope everyone loves this new crumpet beer as much as we’ve loved brewing and tasting it.”
The beer features a 4.2% ABV and features crumpets as a replacement for some of the malted barley in the recipe that have been sourced from Waburtons. The product addresses Warburtons' interest in using its leftover food waste for good instead of allowing it to simply be thrown away.
Marketing and Brand Manager at Toast Ale James King spoke on the Toast Ale x Warburtons Toasted Crumpet Session IPA saying, "Our mission remains to brew beer that is planet-saving and palate-pleasing, and 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. We will continue to toast change and hope everyone loves this new crumpet beer as much as we’ve loved brewing and tasting it.”
Trend Themes
1. Upcycled Food and Beverage Products - There is an opportunity to create more products like Toast Ale x Warburtons Toasted Crumpet Session IPA by using food waste in beverage production to minimize food wastage.
2. Alternative Ingredients in Beverage Production - There is potential to use alternative ingredients like crumpets in beverage production beyond the conventional ingredients used to create innovative taste and minimize food waste.
3. Sustainability in Beverages - There is a growing demand for sustainable products in the beverage industry; hence brands should produce environmentally friendly products like Toast Ale x Warburtons Toasted Crumpet Session IPA to meet customers' demands and minimize food waste.
Industry Implications
1. Beverage Industry - The beverage industry has an opportunity to create more sustainable products like Toast Ale x Warburtons Toasted Crumpet Session IPA by incorporating food waste and other alternative ingredients, which can attract environmentally conscious customers.
2. Food Industry - The food industry can leverage partnerships like Warburtons and Toast Ale to upcycle food waste and create innovative products like Toast Ale x Warburtons Toasted Crumpet Session IPA, which can help reduce food waste and contribute to sustainable development.
3. Waste Management Industry - The waste management industry can work with brands in the food and beverage industry in partnership, such as Toast Ale and Warburtons, to reduce food waste and turn them into useful products like Toast Ale x Warburtons Toasted Crumpet Session IPA.
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