Toast Ale gets Tesco exposure

23 August, 2017

UK supermarket Tesco, has launched two variations of Britain’s first bread beer, Toast in its stores.

Toast Much Kneaded Craft Lager and Bloomin’ Lovely Session IPA is now available in more than 200 Tesco stores across the UK and online.

Toast Ale uses surplus fresh bread to create its beers, which aims to reduce the 15m tonnes of bread wasted in the UK every year.

Tesco craft beer buyer, Chloe Harrison says: “We are also looking at other ways that we can help Toast in the future, so they can brew even more delicious beer and help tackle food waste.”

The Toast Craft Lager and IPA are available now in Tesco stores with a RRP of £1.80. All profits will go straight to food waste charity Feedback5, which works to future-proof the food system.

The surplus fresh bread used in Toast replaces one third of the malted barley and is brewed with hops and yeast to make the ale.

Rob Wilson, ‘chief toaster’ at Toast Ale said: “We are proud to be stocked in Tesco, which is taking a leadership role on food waste, so that more people across the UK can now enjoy our beer.”

“Both tackling the global issue of food waste and brewing a genuinely delicious beer are at the heart of Toast Ale.”





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Joe Bates

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In Cannes last month as I dashed around from stand to stand and from interview to interview amid a whirl of product launches and cocktail parties, I heard one question asked over and over again.

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