Crumbs Brewing

What Crumbs Brewing does

Crumbs Brewing is a UK craft brewery founded in 2017 by Morgan and Elaine Arnell in Reigate, Surrey, that produces award-winning beer by replacing approximately 25% of grain malt with crumbed surplus artisan bread. The company has developed a proprietary brewing process — created with Master Brewer Tim O'Rourke and validated by Campden BRI — that solves the 'stuck mash' problem associated with soft breadcrumb mashes and yields distinct flavour profiles tied to each bread variety (sourdough, bloomer, rye, naan). Its portfolio comprises four core 440ml canned SKUs (Sourdough Session IPA 4.2%, Bloomin' Amber Lager 4.8%, Rye Ruby Ale 5%, and Naan Laager 4.5%) sold as individual cases, mixed cases, gift packs, recipe-book bundles, and digital gift cards, with all packaging 100% recyclable and most products vegan-friendly.

The business operates an asset-light contract-brewing model, currently with Crafty Brewing near Cranleigh (transitioned from Goddards Brewery on the Isle of Wight in 2023), and sources surplus bread from a network of artisan bakeries including Chalk Hills Bakery, Hobbs House Bakery, and Punjab Naans. Revenue derives from direct-to-consumer e-commerce on its own storefront (the primary channel), wholesale to independent retailers and farm shops, an Ocado national listing, and on-tap draught sales to pubs and events. B Corp certified since May 2023, the company donates £1 per online shop purchase (£0.50 each) to FoodCycle and Just One Tree, has saved over 30,000 loaves from waste, and has completed a full lifecycle analysis with the University of Surrey. To date it has raised over £150,000 via a Seedrs crowdfunding campaign (198 supporters, January 2023) plus a Pario Ventures round, with proceeds earmarked for new product development, brand refresh, and national expansion.

Name

Crumbs Brewing

Legal name

Crumbs Brewing LLP

Website

https://crumbsbrewing.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Crumbs Brewing is a UK craft brewery that brews beer from unsold artisan bread to fight food waste. Founded in 2017 in Reigate, the B Corp certified company sells four core beers direct-to-consumer online, through Ocado, and via regional retailers and pubs.

Ownership category

akta.pro rank

Headquarters

HQ city

Reigate

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-consumer online beer sales: The primary revenue stream is the direct sale of canned and bottled craft beers through the company's own e-commerce storefront at crumbsbrewing.co.uk/shop/. Customers purchase individual cases, mixed cases, gift packs, or bundles. Payment is processed via Stripe. Delivery is offered within the UK.
2. Wholesale to retail stockists: Crumbs Brewing supplies beers to independent retailers, farm shops, and multiple Ocado listings. Products are stocked by retailers who purchase wholesale from the company.
3. On-tap draught sales: The company supplies kegs and casks of their beers to pubs and events, including 'Crumbers on tap' for bars and events.
4. Bundled product sales: Sale of curated bundles combining beer with complementary products, such as the Recipe Book & Beer Bundle pairing Naan Laager with Hari Ghotra's cookbook.
5. Gift cards: Digital gift cards sold in denominations from £10 to £100, redeemable on the online shop for any beer products (excluding merch).

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Crumbs Brewing collects unsold artisan bread from a network of partner bakeries (Chalk Hills Bakery, Hobbs House Bakery, Punjab Naans) and brews a range of craft beers in which roughly 25% of the traditional malt is replaced with crumbed surplus bread. Each of its four core beers (Sourdough Session IPA, Bloomin' Amber Lager, Rye Ruby Ale and Naan Laager) is brewed using a different loaf, with the bread's character shaping the final flavour. Production is performed via contract brewing partners, and finished products are sold primarily through the company's own e-commerce shop, national retailer Ocado, independent stockists, and on-tap draught sales to pubs and events.

Product overview

Crumbs Brewing is a B-Corp certified craft brewery that creates beer from unsold artisan bread, transforming potential food waste into award-winning beverages. The company operates as a single-product-line brand with four core beer SKUs (Sourdough Session IPA, Bloomin' Amber Lager, Rye Ruby Ale, and Naan Laager) sold primarily through its e-commerce platform, with distribution in retail outlets. The portfolio includes various packaging configurations (individual cans, mixed cases, gift packs) and complementary products like cookbook bundles and gift cards. The company uses a contract brewing model with partners including Crafty Brewing and previously Goddards Brewery and Pilgrim Brewery.

Differentiator

Problem solved

Functional benefit

Products and services

• Sourdough Session IPA A light, zesty 4.2% ABV session ale brewed using unsold sourdough loaves. Late hops enhance aroma with fruity notes without overpowering bitterness. Vegan friendly; sold as a 12 x 440ml can case.
• Bloomin' Amber Lager A 4.8% ABV Vienna-style lager brewed using Surrey Bloomer loaves from Chalk Hills Bakery. Refreshing with a malty finish; sold as a 12 x 440ml can case.
• Rye Ruby Ale A 5% ABV dark, warming ruby ale brewed using unsold rye loaves with caraway seed and spice notes from Chalk Hills Bakery. Sold as a 12 x 440ml can case.
• Naan Laager A 4.5% ABV light, refreshing lager designed as the world's first 'curry house' beer pairing made from wonky and unsold naan bread, brewed in collaboration with chef Hari Ghotra. Sold as a 12 x 440ml can case.
• Mixed Case (12 cans) A curated 12-can case containing three cans each of the four core beers — Sourdough Session IPA, Bloomin' Amber Lager, Rye Ruby Ale and Naan Laager — positioned as the best introduction to the Crumbs Brewing range.
• 'Your Way' Mixed Case Customisable 12-can mixed case that allows customers to choose any combination of beers from the Crumbs Brewing range, with selections entered in the checkout comments field.
• 4-Can Gift Pack A gift pack featuring one 440ml can of each of the four core beers presented in an attractive branded gift box, designed as an introductory gift.
• Recipe Book & Beer Bundle A limited-edition bundle of 12 cans of Naan Laager paired with a signed copy of chef and cookbook author Hari Ghotra's 'Indian for Everyone' cookbook (100+ recipes).
• Crumby Gift Card Digital gift cards available in £10, £20, £30, £50 and £100 denominations, redeemable on the online shop for any Crumbs Brewing beer products (excluding merchandise).

Quantifiable outcome

• Over 30,000 surplus artisan loaves saved from waste since 2017 (from Chalk Hills Bakery alone as of March 2022)
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Hobbs House BakeryminorStrategic or Co-development Partner · 1 January 2024Family-run bakery in the Cotswolds that joined Crumbs Brewing's bread supplier network in 2024, expanding the company's sourcing beyond Surrey. Hobbs House bakes artisan 'real' bread consistent with Crumbs Brewing's quality standards.
• University of SurreyminorStrategic or Co-development Partner · 31 May 2023Collaborated with Crumbs Brewing to conduct a full lifecycle analysis (LCA) of the company's brewing production process. The LCA provides direction on reducing environmental impacts and supports B Corp certification.
• Reigate & Banstead Borough CouncilminorGTM or Marketing Partner · 31 May 2023Local council that provided a business support grant to Crumbs Brewing, enabling the company to fund its appearance at festivals and events across the South East. The Economic Prosperity Team (including Cllr Humphreys, Simon Bland, Catherine McDermott) administers the scheme.
• Four Leaf DesignminorStrategic or Co-development Partner · 10 May 2023Design agency in Reigate engaged by Crumbs Brewing for brand identity work. Four Leaf designed the original brand logo and, later, the 2023 packaging refresh. The agency shares Crumbs' ethos of clear, jargon-free brand communication.
• Hari GhotracoreStrategic or Co-development Partner · 7 February 2023Renowned chef, cookbook author, and YouTube personality who co-developed the Naan Laager recipe with Crumbs Brewing. Inspired by her husband Jeremy's suggestion, Hari advised on flavour development using nigella seeds from naan bread. She co-branded a Recipe Book & Beer Bundle and promotes the product through her cooking channels.
• Crafty Brewing Co.coreStrategic or Co-development Partner · 1 January 2023Current contract brewing partner located near Cranleigh, Surrey. Crumbs Brewing transitioned from Goddards Brewery to Crafty Brewing through 2023. The proximity to Crumbs' Surrey base reduces transport/emissions and supports B Corp sustainability ambitions. Crafty Brewing's open-arms approach to contract partnerships enabled the transition.
• Punjab Naans (Family-run naan bread manufacturer)coreStrategic or Co-development Partner · 1 January 2022Supplier of wonky and unsold naan bread used to brew the Naan Laager — a world-first beer. The partnership was formed after Crumbs identified naan bread waste from manufacturers and retailers. The supplier provides the distinctive naan that gives Naan Laager its character including nigella seed aromatics.
• FoodCyclecoreStrategic or Co-development Partner · 17 February 2021Charity partner receiving £0.50 per online shop purchase. FoodCycle runs community projects that prepare meals from surplus food, feeding those in need while reducing food waste. Crumbs Brewing committed to this donation on every product purchased from the online shop, not just specific beers.
• Just One TreecoreStrategic or Co-development Partner · 17 February 2021Environmental charity partner receiving £0.50 per online shop purchase. Every £1 donated enables one tree to be planted, with each tree absorbing approximately 48lbs of CO2 per year. This partnership aligns with Crumbs Brewing's commitment to combating climate change beyond food waste reduction.
• Pilgrim BreweryminorStrategic or Co-development Partner · 13 February 2018Reigate-based brewery that partnered with Crumbs Brewing to produce casks of Rye Ruby for the Reigate Tunnel Beer Festival in 2018. Also collaborated on Reigate Beer Walks that combine historic brewing site tours with tastings.
• Chalk Hills BakerycoreStrategic or Co-development Partner · 1 January 2017Original and primary bread supplier since Crumbs Brewing's founding in 2017. Chalk Hills Bakery, based in Reigate, supplies surplus artisan loaves including sourdough, bloomer, and rye breads. Their loaves set the quality standard for Crumbs Brewing's products and the partnership was the catalyst for the company's founding. The bakery hosts the crumbing machine on-site and provides unsold bread that would otherwise go to waste.
• Goddards BreweryminorStrategic or Co-development Partner · 1 January 2017Original contract brewing partner on the Isle of Wight, where co-founder Morgan grew up. Goddards provided the first trial and full-scale brew of Crumbs Amber Lager in 2017 using their small-batch test kit. The partnership enabled Crumbs to scale from concept to first commercial product. By 2023, brewing had transitioned to Crafty Brewing near Cranleigh.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• BrewDog: One of the UK's largest independent craft brewers with national and international distribution. Comparable in operating geography and craft beer category, though Crumbs operates at a far smaller scale and with a distinctive sustainability-led positioning.
• Adnams Southwold: Established UK regional brewer and hospitality operator with strong sustainability credentials. Comparable as a sustainability-minded UK brewery, though much larger and diversified across brewing, hotels, and distilling.
• Camden Town Brewery: Major London-based craft brewery with national UK distribution in pubs, restaurants, and supermarkets. Comparable in craft beer category and DTC ambitions but operates at substantially larger scale and without Crumbs' food-waste differentiation.
• Beavertown Brewery: London-based craft brewery (now part of Heineken) with strong brand identity and UK-wide distribution. Comparable in craft beer category targeting similar millennial craft beer drinkers but operates at much larger scale.
• Innis & Gunn: Scottish independent craft brewery with national UK and international distribution. Comparable as an independent UK craft beer brand seeking premium positioning, though at greater scale and without the food-waste mission.

Others

• Too Good To Go: European food waste marketplace connecting consumers to surplus food from bakeries, restaurants, and retailers. Comparable in food-waste mission and partly in supplier ecosystem (bakeries like Chalk Hills use Too Good To Go), but operates a tech platform rather than manufacturing consumer products.
• Rubies in the Rubble: UK food brand that makes condiments and relishes from surplus produce. Comparable mission (fighting food waste through upcycled food products), similar B Corp positioning, and shared customer segment of sustainability-conscious UK consumers — but operates in a different food category.

Direct peers

• Wasted Beer Company: UK craft brewery that uses surplus bread and other food waste to brew beer. Closely aligned with Crumbs' mission, target customer (conscious craft beer drinker), and product format (canned craft beer).
• BRŌW Brewing: US-based craft brewery that produces beer brewed from upcycled bread, directly comparable to Crumbs' bread-to-beer concept. Targets sustainability-conscious craft beer consumers with a similar mission-driven brand positioning.
• Toast Ale: UK-based craft brewery that brews beer from surplus bread, the most direct competitor to Crumbs Brewing with the same core proposition of upcycling bread waste. Founded in 2015, also B Corp certified, and operates internationally with a similar DTC + retail + on-tap model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/crumbsbrewing
• Xx.com/CrumbsBrewing
• LinkedInlinkedin.com/company/crumbs-brewing-llp

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crumbs Brewing