Earth & Wheat’s ‘wonky’ ethos targets wider audience

By Gill Hyslop contact

- Last updated on GMT

Earth & Wheat's vegan 'wonky' biscuit box has won a listing on Amazon. Pic: Earth & Wheat
Earth & Wheat's vegan 'wonky' biscuit box has won a listing on Amazon. Pic: Earth & Wheat

Related tags: Earth & Wheat, Food waste, Subscription business model, Amazon

The surplus foodtech startup has onboarded with Amazon to reach a wider online audience with its new vegan sweet and savoury ‘wonky’ broken biscuit box.

The hook-up means Earth & Wheat’s ethos of ensuring nothing goes to waste is felt across the globe. Amazon is the world’s largest retailer seller outside China and has over 200 million Prime subscribers.

The UK firm recently added the broken biscuit box to its range after launching its successful ‘wonky bread’ subscription last year, a first for the UK market.

The brainchild of James Eid, a fourth-generation baker at family-owned Signature Flatbreads, the startup’s mission is to end food waste at the point of production, ‘rescuing’ baked goods that would have otherwise been binned due to their odd size or unattractive appearance.

Food waste is one of the leading invisible contributors to climate change. In addition, for every box purchased, Earth & Wheat also donates a meal to food charities in the UK.

Driving zero waste

Earth & Wheat’s latest offering – a 1.8gk box of wonky vegan biscuits – contains a mixed variety of misshapen, partly broken or whole vegan sweet and savoury biscuits that would otherwise have been binned. The imperfect biscuits are either cracked or the wrong shape and, because they cannot be packaged normally, are placed together in six 300g packs to maximise freshness.

“We’re delighted to partner with Amazon because they are currently the biggest retailer on the globe and can help provide us with a fantastic way of reaching a wider audience here in the UK,”​ said Eid.

“At Earth & Wheat, we are very serious about doing all we can to reduce food waste, and one of the ways we can do this is by eliminating it at the point of production before food even reaches the shop’s shelves. We are the only company combatting this food waste at the source of production, such as at bakeries and manufacturers, at such a scale.

“Amazon are committed to building a sustainable business and driving toward a net-zero carbon future so we very excited to see our new vegan broken biscuits boxes being sold on their site. In order to save our planet, we all need to be in this together.”

Earth & Wheat’s wonky biscuit box can be purchased on Amazon for an RRP of £7.99 (one-off price).

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