Kroger Adds Upcyled Bread to Simple Truth Brand
Kroger has added two new items to the Simple Truth collection that are made with an upcycled ingredient, helping reduce food waste.
The new items, Seeded Multigrain Bread and Multigrain Quinoa Bread, are rolling out nationwide to approximately 1,800 store bakery departments across 18 Kroger banners. Manufactured by Upcycled Foods, Inc. (UP, Inc.), both breads contain 10% of ReGrained SuperGrain+, the company’s flagship ingredient. The recycled ingredient offers "flavor depth and naturally fortified nutritional attributes."
The Simple Truth SKUs are Upcycled Certified by the Upcycled Food Association, and both breads come in a 17.6-ounce package size priced at $5.99.
“Upcycled ingredient innovation is one of the most actionable solutions for food brands to be more sustainable,” says Dan Kurzrock, founder and CEO of UP, Inc. “We are thrilled to help catalyze Kroger’s efforts to bring their Zero Hunger | Zero Waste commitment to life on store shelves. These breads win against category incumbents on flavor alone, giving consumers an accessible opportunity to make an impact with every purchase.”
The new product announcement comes ahead of Stop Food Waste Day (April 26). According to UP, Inc., 57% of shoppers indicate that they intend to buy more upcycled food, and one in three are specifically interested in bakery products made from upcycled ingredients.