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From Trash to Treasure: Upcycled Foods' Partnership with Kroger Brings Sustainability to Shoppers

Upcycled Foods launched with Kroger's Simple TruthTM store brand, its first upcycled bread items. With two SKUs, the innovative Upcycled CertifiedTM bread line meets consumers' demand for delicious, nutritious, and sustainable foods.

It introduces a unique flavor depth, fortified nutritional properties, and an authentic sustainability story through ReGrained SuperGrain+®, UP, Inc.'s flagship ingredient.

April marks two auspicious moments that draw attention to the disturbing fact that 35-40% of the global food supply is wasted each year. UP, Inc. celebrates Food Waste Prevent Week (April 10-16) and Stop Food Waste Day (April 26) by showcasing its new upcycled bread line as a solution to building a zero-food waste economy.

Many consumers today are aware of the environmental impact of their food choices. As a result, they are seeking products that support a more sustainable food system. Buying products made from upcycled ingredients is an easy way for consumers to make an immediate impact. 57% of shoppers say they intend to buy more upcycled food, one in ten say they will buy more upcycled products in the future, and one in three are specifically interested in upcycled bakery products.

"Upcycled ingredient innovation is one of the most actionable solutions for food brands to be more sustainable. We are thrilled to help catalyze Kroger's efforts to bring their Zero Hunger | Zero Waste commitment to life on store shelves" says Dan Kurzrock, Founder & CEO of UP, Inc. "These breads win against category incumbents on flavor alone—giving consumers an accessible opportunity to make an impact with every purchase."

The new Simple Truth upcycled items – Seeded Multigrain Bread and Multigrain Quinoa Bread – are rolling out across the US to store bakery departments across 18 The Kroger Co retail banners.


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