Foodpanda has teamed up with Singapore-based food tech company CRUST to launch a locally produced, sustainable beer made with upcycled surplus bread. Titled the Pau-Pau Sustainabeer "Loaf Like A Panda", featuring foodpanda's mascot on the label, both parties seek to reduce food waste in Singapore with its beer, encouraging people to unwind and relax in a sustainable way.
The creative concept of the beer came from food waste being one of the biggest waste streams in Singapore. In fact, in light of how bread is one of the most commonly wasted food items, the "Loaf Like A Panda" beer is touted to be made entirely with bread.
"Loaf Like A Panda" beer will only be available on the brand's pandamart service and the new drink is said to contain a slightly sweet taste with citral and floral notes. Laura Kantor, marketing and sustainability director, foodpanda Singapore told MARKETING-INTERACTIVE that “Loaf like a Panda” is the result of two months of planning, and is currently available at all 14 pandamart stores for a limited time only, while stocks last.
CRUST and foodpanda will also be working with lifestyle influencers to create content around the beer, and sharing more about the beer on our own social media pages such as Instagram, TikTok and Telegram.
"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. 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," she explained.
CRUST is a food tech company that valorises food waste and loss into beverages such as its CRUST sustainable, artisan beers. According to the company's website, it aims to empower businesses in food service and retail to upcycle their food waste and loss into high-value products. Additionally, it has worked with brands such as FairPrice Finest, Redmart, Tiong Bahru Bakery, and Sunfresh, among others.
This is not the first time Pau-Pau has had its own food item. In January, foodpanda also launched "Pau-Pau's Iceee-Creaaam!", a limited-edition ice cream flavour released in collaboration with the ice cream cookie & co aimed at introducing "the foodie side of Pau-Pau". The ice cream is only available in Singapore.
Pau-Pau made its debut in January this year as part of the brand's 10th anniversary and it champions empowerment and sustainability across the region. According to foodpanda previously, its identity as a foodpanda brand ambassador was brought to life in full, from having its own language to story, to a full set of values. Among which includes carting for the environment, empowerment and the belief in living life on own's own terms. In addition, the launch of Pau-Pau was in line with the brand's efforts to revitalise its look with fresh visuals and a more vibrant color palette across its design touchpoints, and more friendly user interface as the platform expanded beyond just food delivery.
Separately, foodpanda Singapore also partnered with Sentosa Development Corporation (SDC) and ST Engineering in March 2022 to pilot drone food delivery from Sentosa’s restaurants and eateries to St. John’s Island, one of Singapore’s Southern Islands. The pilot studied the feasibility and operational requirements of such drone food deliveries, including the payment system for the service. Additionally, the pilot also allowed SDC to look into offering guests more food options in future as it extends its Sentosa getaway to other nearby Southern Islands.
The pilot involved a select group of trial participants on St. John’s Island, where participants were able to order freshly prepared meals from a variety of participating F&B establishments in Sentosa via the foodpanda app. The meals would then be transported by foodpanda riders to the take-off point at Tanjong Beach. From there, the food took a seven-minute flight to a designated delivery point on St John’s Island.
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