Delhaize, La Lorraine Bakery Group and AB InBev have joined forces for a solidarity project to help vulnerable people in Belgium in wake of the COVID-19 pandemic.
The collaboration has resulted in the introduction of the 'à la Leffe' bread, made with beer.
The project will see the three brands donate an 800-gram family loaf to Belgian food banks for every five 'à la Leffe' loaves sold in Delhaize stores.
A 'Beautiful Gesture'
Commenting on the initiative, managing director of the Belgian Federation of Food Banks, Jozef Mottar, said, “Since bread is an important commodity for everyone, the initiative aimed at supporting us in the noble cause can only be applauded.
“This beautiful gesture of solidarity is heartwarming and motivates us even more to continue our commitment to the fight against hunger in our country, which unfortunately is still increasing in this coronavirus crisis."
The bread is available in two variants - Leffe Blond bread and Leffe Bruin multigrain bread.
It is made of pure Belgian ingredients, in a traditional way, with beer replacing water in the recipe.
Guido Vanherpe, CEO of La Lorraine Bakery Group, said, “For La Lorraine Bakery Group, reducing food waste is an absolute priority in our sustainability strategy.
"When AB InBev informed us that they were looking for a destination for the Leffe that was unused due to the closure of the catering industry, we immediately implemented the idea to use the beer to make bread!”
The two bread variants, priced at €2.29, are available in the fresh bread section in Delhaize stores.
Charlotte De Vroey, head of sustainability at Delhaize, added, "For many years, Delhaize has been organising a major annual food collection for the 9 Food Banks and their 618 affiliate local associations that distribute free food to the more than 170,000 people in need. We wanted to strengthen this support at this particular time through this project."
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine