Upcycled bread now a Kroger brand, but what is it?

Upcycled food will now be a part of Kroger’s line of in-store brands.

Upcycled Foods, Inc., and the Cincinnati-based grocer will partner up and offer two bread products under the Simple Truth label. Upcycled products fight food waste by creating new products out of surplus food and ingredients that otherwise would not have gone to human consumption.

The two Kroger breads—Upcycled Multigrain Quinoa bread and Upcycled Seeded Multigrain bread—contain 10% of a grain powder ingredient, which was made from leftover grains from the brewing process.

However, do customers know the definition of upcycled products? Back in January a user on a Kroger Reddit page said the grocer had a new bakery bread (upcycled bread) and did not know how it applied to the grain in the bread. A few commented on the original post, with one stating that it looks like a rebranded version of something Kroger has done before and that it does not sell well because of the pricing. Another said they have seen it in the store but has no idea what it means.

The suggested retail price of the Kroger upcycled breads are $5.99 a loaf.