STORY: Earth & Wheat's new wonky bread box combats cost-of-living crisis
‘Wonky food’ subscription service Earth & Wheat has created a new less-than-a-£6 vegan wonky bread box, which is cheaper than its existing offerings with the aim to support those who are affected by the cost-of-living crisis, yet want to continue making sustinable food choices.
The brand welcomed Made in Chelsea’s Tiffany Watson (pictured left), who visited one of its bakeries to help launch the new box.
The reality star 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.
The new Essentials Box, which costs £5.99, will include a combination of crumpets, tortillas wraps, pitta breads and folded flatbreads with free ‘ultra-fresh’ next day delivery included.
Customers can continue to subscribe to Earth & Wheat on a weekly, fortnightly, every three weeks or even monthly basis.
For every box sold, Earth & Wheat donates a meal to surplus food charities with more than 250,000 sent so far.
For those customers able to afford a little more, the original ‘wonky bread’ box will still be available and includes more items such as pancakes, flatbreads, naan breads and other ‘surprise’ baked goods. The box has been rebranded ‘Variety Box’ with no price change at £8.99.
Supporting its customers
Despite bakeries also being hit by the soaring prices in food due to the war in Ukraine, Earth & Wheat founder James Eid says the brand decided it wanted to try and support its customers by introducing a cheaper box to the range.
“As we approach winter, many people are facing difficult decisions between whether to spend their money on heating their homes or buying enough food," comments Eid.
“We wanted to try and support our ‘wonky warriors’ which is why 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.
“Customers are also able to save even more money on their Essentials Box with the introduction of our new referral scheme. Give £2 to a friend and get £2 when they purchase. First boxes are also half price at £2.99 including delivery for first-time subscribers using Tiff’s code TIFF50.”
Earth & Wheat has so far saved over 500 tonnes of food from going to waste and entered the vegetable market with its ‘wonky veg’ box in June.
You may also be interested in…
