Sustainable craft brewery Beyond Belief have secured their first major supermarket listing with Sainsbury’s with their 5% ABV Zenith Pasta IPA.
Born from a collaboration with fresh pasta manufacturer Dell’Ugo, Beyond Belief are tackling food waste by brewing surplus pasta into a range of sustainable craft beers. The range also includes a Pale Ale (4.7% ABV) and Vienna Lager (4.2% ABV).
Beyond Belief Brewing Co’s patented brewing process replaces half of the traditional base malt with surplus pasta. This reduces both food waste and the environmental footprint associated with conventional brewing, saving a 1.35 litres of water per litre of beer.
“Today’s consumers expect products that deliver both great taste and environmental responsibility, and this milestone proves we’re meeting that demand,” said Freddie Ugo, head of brand at Beyond Belief.
“If you’re hesitant about trying pasta beer, rest assured it won’t add extra carbs to your diet, but it will help reduce food waste and support a more sustainable future — and it tastes great, too!”
Since its launch last year, Beyond Belief Brewing Co has secured impressive on and off trade listings, such as Zizzi and Bidfood, and is expanding its retail presence through Ocado and its own e-commerce store.
The new Sainsbury’s listing marks a key step in making environmentally conscious craft beer more accessible to a broader audience, reflecting the growing focus on sustainability among both retailers and consumers in the food and drink sector.
The sustainable craft brewery is now looking to expand its range further, by utilising surplus ingredients from other sectors, such as bakery waste. Early experiments have already led to the creation of Jetsam, a rich flapjack stout, showcasing the brand’s commitment to innovation and circular brewing practices using its patented base malt brewing process.
