Foodpanda, a regional food delivery company, has launched a collaboration ‘sustainabeer’ in Singapore with CRUST, a local sustainable food company.
The Pau-Pau Loaf Like A Panda Ale is made with surplus bread and is part of the brand’s effort to promote sustainability and reduce food waste in Singapore.
Named after foodpanda’s pink-and-white panda mascot, the Pau-Pau ‘Sustainabeer’ Pale Ale has been given a limited release on the food delivery firm’s own chain of virtual branded supermarkets Pandamart and is being primarily promoted via social media.
“As foodpanda and CRUST are both companies with a strong focus on sustainability, we saw a strong synergy for us to collaborate and do something meaningful and fun,” explained Laura Kantor, marketing and sustainability director at foodpanda Singapore in a comment to advertising trade publication Marketing-Interactive.
“The ROI that we hope to achieve goes beyond sales – with Pau-Pau being our champion for sustainability, we want to leverage him to raise awareness on the availability of sustainable F&B alternatives and hope that this will also encourage more people to try them out and move towards more sustainable consumption.”
CRUST has an extensive background in creating craft beer made from surplus bread and other ingredients from restaurants & hotels in Singapore. They had previously collaborated with brands like Tiong Bahru Bakery & Edible Garden City to create Kaya Toast Stout and Beerguette beers using surplus bread and other ingredients.