’Wonky food’ subscription service Earth & Wheat has created a lower-priced bread box for consumers on a budget.
The new Essentials Box will include a combination of crumpets, tortilla wraps, pitta breads and folded flatbreads, with free next-day delivery included. It is priced at £5.99 versus the £8.99 charged for the original bread box that contains more items such as pancakes, flatbreads, naan breads and other baked goods.
Food-waste-fighting brand Earth & Wheat was set up in March 2021 by James Eid to redistribute so-called ‘wonky’ food that is odd in shape or has other imperfections.
He originally utilised surplus from his family’s business, Signature Flatbreads, and has since expanded to offer a vegetable box alongside the bread boxes. Earth & Wheat has so far saved over 500 tonnes of food from going to waste.
Eid said that, despite bakeries being hit by soaring prices due to the war in Ukraine, the brand wanted to try and support its customers by introducing a cheaper box.
“As we approach winter, many people are facing difficult decisions between whether to spend their money on heating their homes or buying enough food,” he explained.
“We decided to introduce our Essentials box because we know many people are on a budget now due to the cost-of-living crisis but still want to help the planet.”
“Our ‘Essentials’ box still includes lots of favourites from our original wonky box and is still packed full of bread items which means families, in particular, can still benefit from subscribing to Earth & Wheat.”
Made in Chelsea reality TV star Tiffany Watson, now Tiffany McGeehan after marrying footballer Cameron McGeehan, visited Earth & Wheat to help launch the Essentials box.
She said she was shocked to see how much bread is wasted “just because of the way it looks”, and a posted a video of her visit on her Instagram page.
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