Upcycled Foods, Inc. (UP, Inc.) and Misfits
Market are thrilled to announce the launch of the retailer’s first upcycled
breads for its Odds & Ends private label. Created from scratch, this
innovative line meets consumers’ growing demand for delicious, nutritious, and
sustainable food options. Both Upcycled Certified™ breads feature
ReGrained SuperGrain+®, UP, Inc.’s flagship upcycled ingredient,
blended with a signature sourdough from bakery ingredient leader, Puratos, to
deliver a perfectly balanced flavor—bright, naturally fermented notes
complemented by deep, toasty undertones.
With this launch, Misfits Market and UP, Inc.
continue their shared mission of reducing food waste while bringing
high-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. This partnership is a testament to what is possible when
companies commit to reducing food waste together in a meaningful way,” says Dan Kurzrock, Founder & CEO of UP, Inc. “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 represent1 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. In fact, 57% of
shoppers indicate that they intend to buy more upcycled food,2 and one in three are specifically
interested in bakery products made from upcycled ingredients.3
“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,” says 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 size at a retail price of $4.49.
For more information or to discuss
potential R&D collaborations, please visit UpcycledFoods.com and click on Partner Up!
1 International Food Information Council, 2022
2 Mattson Proprietary Research:
“Upcycling: The Opportunity” April 2021
3 Puratos “Taste Tomorrow” research platform 2022
About Upcycled Foods,
Inc.
Upcycled Foods Inc. (UP, Inc.) powers the B2B upcycled food
economy with product development expertise, cutting-edge technology, and a
growing portfolio of ingredient solutions. With its innovation hub – the
Upcycled Food Lab – the company leads the way for food makers as the go-to
development partner. Upcycled products close the loop on some of the food
system’s most overlooked and undervalued supply chains while delivering on
taste, nutrition, and functionality. The
company launched with ReGrained SuperGrain+®, which catalyzed the
growth of the upcycled food industry. Upcycled Foods Inc. is a proudly
certified Public Benefit Corporation and 1% For The Planet member, and
cofounder of the Upcycled Food Association. Learn more at UpcycledFoods.com
About Misfits Market
Misfits
Market, the direct-to-consumer online grocer that reduces food waste and makes
shopping for sustainable, high-quality groceries easier and more affordable,
delivers value by making it convenient to shop, eat, and live better. The
company has created the first-of-its-kind food value supply chain focused on
building relationships with farmers, distributors, and producers to eliminate
food waste while expanding food access. Today, Misfits Market delivers organic
produce, high-quality meats and seafood, plant-based proteins, dairy, bakery,
wine, and other grocery items to nearly every zip code in 48 states at up to 30
percent off traditional grocery store prices. Founded in 2018, the company has
raised more than $525M in funding and successfully completed the acquisition of
Imperfect Foods, uniting both brands to deliver a better, more sustainable
grocery experience. To learn more and order your first box, visit misfitsmarket.com.
About
Puratos
Puratos is an international group, which offers a
full range of innovative products, raw materials, and application expertise for
artisans, industry, retailers, and foodservice customers in the bakery,
patisserie, and chocolate sectors. Our headquarters are located on the
outskirts of Brussels (Belgium), where the company was founded in 1919. Today,
our products and services are available in over 100 countries around the world.
In many cases, they are produced locally by our subsidiaries. Above all, we aim
to be ‘reliable partners in innovation’ across the globe to help our customers
deliver nutritious, tasty food to their local communities.
For
further information, visit puratos.us
