Earth & Wheat’s mission is to reduce food waste at the point of production and rescue bakery items that would otherwise have been binned due to their odd size or unattractive appearance.
The green tech firm was founded by university student James Eid, who is also fourth-generation baker at his family-owned business Signature Flatbreads.
The company’s first offering – the UK’s first wonky bread box launched in March – sold over 10,000 boxes in the first 12 weeks and has, to date, saved over 200 tonnes of bread from going to waste.
Earth & Launch’s newest offering capitalises on the growing consumer demand for plant-based foods, and also coincides with COP26 – the UN Climate Change Conference being held in Glasgow, Scotland, between 31 October and 12 November.
“I’m very excited about the launch of our new Earth & Wheat vegan wonky broken biscuit box, as we continue in our fight to reduce food waste and save the planet,” said Eid.
“Around 16% of food wasted is at the point of production. It is this invisible waste that we don’t see every day that we want to stop.”
No such thing as an 'imperfect' biscuit
The 1.8kg box contains a mixed selection of six types of broken sweet and savoury biscuits including cookies, gem, gingerbread, crackers and water biscuits. Eid said the wonky biscuits don’t make the grade for supermarket status because of their irregular shape, odd pattern or crumbled corner.
“But Earth & Wheat biscuits will still taste just as delicious as they would normally and will be fun for all the family to enjoy. The best part of it is our customers will be doing their bit for the environment by reducing food waste.”
As with the bread boxes, customers will be able to subscribe to the Earth & Wheat biscuit box on a weekly or monthly basis, for an RRP of £7.99.
World Vegan Day was established in 1994 to commemorate the 50th anniversary of the founding of The Vegan Society and the coining of the terms ‘vegan’ and ‘veganism’.
