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Now you can drink beer AND save the planet at the same time

We’re thrilled to be teaming up with Iceland supermarket on their new food waste- and plastic pollution-busting beer.

Bread Board Pale Ale uses surplus bread from Iceland’s stores and bakeries in a bid to reduce food waste.

If you thought that was good, how about this? They’re donating 10p from every bottle to Surfers Against Sewage to help us in our mission to achieve plastic-free coastlines.

These donations will be used to fund our UK beach cleans and other campaigns that champion the reduction of avoidable single-use plastic consumption.

The beer was developed exclusively by contemporary Welsh brewery, Tiny Rebel, and will make good use of the three tonnes of bread expected to go unsold over the next year.

Iceland’s Managing Director, Richard Walker, said:“As a surfer and environmentalist myself, I’m passionate about the need to protect our oceans and beaches from the scourge of plastics, and the creation of Bread Board gives us the perfect opportunity to combine our sustainability efforts. We couldn’t have picked a charity with an ethos more aligned to ours than Surfers Against Sewage and we’re looking forward to helping them with the important work they’re doing.”

Hugo Tagholm, Chief Executive of Surfers Against Sewage, added­: “Iceland is really doing something special by developing a product that’s not only sustainable, but supports environmental initiatives to protect our oceans. The donations we receive from Bread Board will assist our team in tackling plastic pollution on the front line – on our tidelines and beaches nationwide – the focal point of the destruction to our marine life. They’ll also support initiatives which encourage consumers to reduce their avoidable single-use plastic footprint.”

Earlier this year, Iceland committed to become the first major retailer globally to eliminate plastic from its own label packaging within the next five years.