Beyond Belief Brewing Co Hops into Retail with Pasta Beer

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The sustainable brewery turning surplus pasta into craft beer hits 400 stores nationwide

Sustainable craft brewery, Beyond Belief Brewing Co, has secured its first major supermarket listing with Sainsbury’s. The brand’s Zenith Pasta IPA (440ml can, RRP £3.25, 5% ABV) will be available in 400 stores nationwide from 16^th of June.

Born from a collaboration with premium fresh pasta manufacturer, Dell’Ugo, Beyond Belief Brewing Co is tackling food waste by brewing surplus pasta into a range of great tasting sustainable craft beers, which also includes a Pale Ale (4.7% ABV) and Vienna Lager (4.2% ABV).

Beyond Belief Brewing Co’s patented brewing process is the first to be created within the industry in 43 years and 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 massive 1.35L of water per litre of beer. The brewery has invested heavily in the innovative, circular economy brewing approach to minimise waste and create a sustainable craft brew.

Freddie Ugo, Head of Brand, said

“We’re excited to bring Zenith Pasta IPA to beer fans nationwide. Today’s consumers expect products that deliver both great taste and environmental responsibility, and this milestone proves we’re meeting that demand. 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!”

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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.