Slide of beer, anyone?

At Iceland we have the good fortune to specialise in frozen food. One of its many advantages is that it creates minimal waste – whether in the supply chain, in our stores, or in our customers’ homes.

Nevertheless we are working very hard to cut down the amount of unsold food – particularly bread and other bakery lines, chilled food and fresh produce – that we currently send to generate energy through anaerobic digestion.

We’ve developed a successful and growing partnership with Company Shop and Community Shop to handle surplus food from our depots, and last year we signed up with a company called SugaRich which takes unsold bread and morning goods from our stores and turns it into animal feed.

But now we’ve found an even tastier solution for surplus bread from some of our Welsh stores, and from the local bakery that supplies them: beer.

The geniuses at Tiny Rebel Brewery in Newport are turning this waste bread into a delicious pale ale we’re calling Bread Board, because it’s not just about bread – it’s also about surfing!

Specifically, we’re donating 10p from every bottle sold to that great environmental charity Surfers Against Sewage, to help them fund beach cleans to tackle the scourge of plastic pollution around the UK.

It’s not often we can hope to come up with a win-win-win idea that embraces three of my great passions: surfing, cleaning up the oceans, and drinking beer. But Bread Board does just that – and it tastes great, too!

At £1.80 a bottle (or a bargain three for £5) at Iceland stores nationwide and online, what on earth are you waiting for?

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