Dive Brief:
- After 256 years, Guinness has announced it will stop using isinglass, which enables yeast to settle faster, in its filtration process to become vegan-friendly.
- Guinness is planning to implement a new filtration system that would no longer use isinglass, which is a by-product of the fishing industry that enables yeast to settle faster.
- The new filtration system is expected to be installed in 2016.
Dive Insight:
"The news follows a longstanding campaign and several online petitions from beer-loving vegans, with many highlighting the fact Guinness and other breweries are not required to state the use of isinglass on the bottle," Independent reported.
Food and beverage companies are adapting to consumers' dietary preferences and the consumer health trend. This has included removing gluten or artificial ingredients from products, and it has also meant more transparency.
Consumers are taking to social media and blogs to express their demands for food and beverage companies, and Guinness is yet another company responding.
A spokesperson did not comment as to what specifically would be used as the new filtration agent in isinglass's place.