Misfits Market Debuts First Upcycled Bread Assortment
Misfits Market and Upcycled Foods (UP, Inc.) have teamed to launch the first upcycled breads for its Odds & Ends private label.
The new breads were created from scratch and feature ReGrained SuperGrain, UP Inc.’s flagship upcycled ingredient that is blended with sourdough from bakery ingredient supplier Puratos.
The new products are part of the continued effort of Misfits Market and Up. Inc. to reduce food waste and bring quality, purpose-driven products to consumers.
ReGrained SuperGrain+ emits 43% less CO₂e per pound than conventional wheat flour, making it a practical solution for brands looking to reduce Scope 3 emissions while delivering on consumer demand for more sustainable options without compromising on taste, texture, or performance.
“Incorporating upcycled ingredients into product innovation is one of the most direct and scalable ways food brands can drive sustainability,” said Dan Kurzrock, founder & CEO of UP, Inc. “This partnership is a testament to what is possible when companies commit to reducing food waste together in a meaningful way. Through our Upcycled Food Lab, we collaborate with food makers to bring these innovations to life—offering category expertise, ingredient solutions, and turning sustainability into a competitive advantage that drives growth and leadership in the future of food.”
Today, 52% of consumers report an increased awareness of the environmental impact their food choices represent and are seeking items that support a more sustainable food system. Choosing products that are made with upcycled ingredients are an easy way for consumers to make an immediate impact at the point of sale. Recent surveys have found that 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.
“Introducing upcycled breads under our Odds & Ends label is a natural evolution of Misfits Market’s commitment to reducing waste across the supply chain—delivering high-quality, purpose-driven products that give consumers a tangible way to make a positive impact,” said Morgan Drummond, senior director of Private Label at Misfits Market. “The team at UP, Inc. was an invaluable partner from day one, working alongside us from formulation to commercialization to bring this product to life.”
“This bread is a perfect example of how our sourdough and upcycled grains can work together to deliver depth of flavor while advancing sustainability,” says Michael Gleason, Bakery Product Director at Puratos. “It is exciting to see our collaboration with UP, Inc. bring more delicious, responsible food choices to consumers.”
The new Odds & Ends upcycled items –Multigrain Bread and Honey Wheat Bread – are exclusively available at Misfits Market. Both breads come in 24-ounce package sizes at a retail price of $4.49.
