London bakery chain Gail’s has introduced “waste bread”—a loaf of sourdough bread made from any kind of unsold bread from the day before. The new product is one examples of many brands trying to take action and find new solutions for the growing food waste problem across the UK. With an estimated annual food waste bill of £20 billion, bread counts as one of the main culprits as Brits throw away 24 million slices every day.
More retailers and brands have started to tackle this problem. Earlier this year, M&S partnered with Adnams to brew an exclusive range of beers using excess bread from the retailer. Iceland has introduced a similar beer, called Bread Board, using their unsold loaves of bread. And Kellogg’s have teamed up with Salford-based brewery, Seven Bro7hers to create a beer made with cornflakes that did not make it through quality control due to shape and size, but were perfectly edible.
While such innovations may still be a small drop in the big bucket of food waste, they make the problem tangible to consumers, and present it to a wider audience in compelling new formats for shoppers to engage with.
Contributed By: Genevieve Dreyfus, Integer London
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