Jason's Sourdough

*** A COUPON FOR A FREE CAN AT WAITROSE IS INCLUDED IN ALL ORDERS (PLACED 28/11/25 TO 19/12/26) ***

At Toast, collaboration is at the heart of everything we do. When you brew beer with surplus bread, every pint becomes a conversation about doing things a little differently (and a little better for the planet). So when the opportunity came to team up with the sourdough legends at Jason’s Sourdough, we knew something delicious - and meaningful - was about to happen.

The proof’s in the pouring.

Our newest release is a 5.5% juicy IPA with bold character and an even bolder mission. It's brewed using surplus Jason’s Sourdough, which gives the beer a unique body and depth of flavour. Combined with malted barley and carefully selected hops, the result is a bright and hazy IPA with aromas of citrus and peach, a smooth bitterness, and a crisp, dry finish.

It’s like great marmalade on Toast - fruit-forward, tangy, and endlessly satisfying.

But this beer is more than just a flavour bomb. It’s a love letter to bakers who pour their heart and soul into producing the best bread and don’t want to see a crumb go to waste.

Who are Jason’s Sourdough?

If you’re not already familiar with them, Jason’s Sourdough is no ordinary bakery. The bakery has been baking real bread since 1906. They still bake slowly, with no unnecessary extras - just simple, great quality ingredients and time-honoured methods.

They produce proper sourdough - made traditionally, with no added yeast, using their very own mother sour culture. It contains no added preservatives, additives, emulsifiers, sugars or oils. They believe good food should never be rushed - or compromised.

And they’re on a mission to make proper bread more accessible to more people - great-tasting bread, with no added nasties, and easy for everybody to enjoy by having it readily available on the supermarket shelf. 

Their commitment to quality is matched by their focus on sustainability, making them a perfect partner for Toast. From running their bakeries on renewable energy, to partnering with Wildfarmed to source regeneratively grown wheat.

We’ve been talking about teaming up for many years, and it’s exciting to finally bring this collaboration to life. With both Toast and Jason’s Sourdough proudly part of the Waitrose family, we’re thrilled to have space on the shelves to offer shoppers something a little different - a beer that blends bold flavour with a shared commitment to sustainability.

Why bread in beer?

At Toast, we brew with surplus bread to fight food waste and show what’s possible when you think differently. Bread is one of the most wasted foods in the UK, with nearly 900,000 tonnes thrown away each year. By using it to replace a quarter of the malted barley in our beer, we cut demand for purposely grown barley and reduce our environmental footprint. All without sacrificing taste.

For this brew we used 546 kg of surplus bread. That’s over 14,000 slices - a loaf the length of two football pitches!

With Jason’s Sourdough, we’re using their flavour-rich sourdough loaves to bring both complexity and purpose to every pint.

A collaboration with impact

This collab is a celebration of everything we love: great ingredients, bold brewing, and doing business for good. Together with Jason’s, we’re raising awareness about food waste and showing how two seemingly different industries - baking and brewing - can join forces to tackle a shared problem.

If you’re curious about how sourdough and hops come together in the most unexpected (and delicious) way, there’s only one way to find out …

In Waitrose now

Our Jason’s Sourdough Hazy IPA is now available in 440ml cans at over 200 Waitrose stores nationwide. It’s a limited-edition brew, so grab it while you can.

Cheers!