Upcycled Bread Becomes a Kroger Brand – But What Is It?

Kroger has partnered with Upcycled Foods, Inc. to offer two new upcycled bread products under its Simple Truth brand. The breads—Upcycled Multigrain Quinoa Bread and Upcycled Seeded Multigrain Bread—are crafted using ingredients that fight food waste. Specifically, these breads contain 10% of a grain powder made from leftover grains sourced from the brewing process.

What Is Upcycled Food? Upcycled food refers to products made from surplus or food waste ingredients that would otherwise go unused. By using these ingredients, upcycled food helps reduce waste while offering a sustainable alternative for consumers.

The Kroger Breads

• The two upcycled bread products are positioned as environmentally friendly, as they use grains that would have been discarded in other processes.
• They are priced at $5.99 per loaf, which some customers have noted is on the higher end, potentially due to the premium nature of the upcycled ingredients.

Customer Confusion Despite the efforts to create awareness around upcycled products, there appears to be confusion among some customers about the term “upcycled.” On platforms like Reddit, users have expressed uncertainty about what exactly makes these breads different, with some seeing them as rebranded versions of past products or struggling to understand the term’s meaning. Additionally, some customers have commented that upcycled products, such as these breads, have not sold as well in the past due to their higher price point.

In summary, upcycled breads are part of a growing trend in sustainable food practices, but Kroger may face challenges in educating consumers about the benefits of upcycled ingredients and justifying the premium pricing.