Warburtons turns leftover crumpets into new beer
Apparently, for every pack of crumpets you buy and enjoy, there are some that were deemed too imperfect to make the cut.
Yep, some aren’t round enough, bubbly enough or flat enough – but the good news is that they now have a purpose in life.
Warburtons is turning them into beer.
The brand has teamed up with Toast to create what they claim is the first-ever drink brewed with the doughy treats.
Each bottle is jam-packed with crumpets and has an alcohol content of 4.2%.
Available from today, the Session IPA will cleverly transform surplus crumpets, into a refreshingly cold brew.
It turns out that misshapen crumpets are the perfect ingredient to create the drink.
But don’t worry, there won’t be any bits left in your bottle – to make the light IPA, Toast Ale replaces some of the malted barley in the beer with crumpets, extracting starches and sugars and breaking them down into fermentable sugars.
The launch comes as Warburtons looks for innovative ways to grant its leftover food waste a second life.
At the minute, the beer is limited edition but depending on demand, they might roll it out on a larger scale.
Darren Littler, Head of Product Innovation at Warburtons, said: ‘We’re thrilled to announce an innovative way of utilising our ‘wonky’ products whilst celebrating the nation’s love of crumpets in a whole new way.
‘Not only are we proud that Crumpet Beer is our first non-baked product we’ve ever launched, there’s nothing ‘butter’ than this cold brew teamed with a plate of warm crumpets!’
James King, Marketing and Brand Manager at Toast Ale commented: ‘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.’
Shoppers can purchase Warburtons X Toast Ale Crumpet Beer on the Toast Ale website for £28 for 12x 300ml bottles available whilst stocks last.