Launch of upcycled English muffin

Stone & Skillet and Upcycled Foods recently announced the launch of a new, Super Grains English Muffin, which is distinguished by its dough which features a ‘hearty’ inclusion of ReGrained SuperGrain. The upcycled ingredient is created from the grain left over from beer brewing.

The new Super Grains English Muffin has a crispy texture on the outside and is soft and doughy on the inside. It was created to offer an addition to any breakfast, brunch or snack and is ideal for those who want to do their part in reducing food waste, as brewer’s grain would typically be wasted but has been upcycled to create a brand new baked good.

“We experimented with our friends at UP, Inc. – the pros at upcycling – and were inspired by their ReGrained SuperGrain ingredient innovation,” said Cam Meekins, Founder and CEO at Stone & Skillet. “The result of our experimentation is a muffin with a distinctive flavour and nutrition profile. This partnership strengthens our commitment to sustainably-sourced ingredients, and I’m excited to add our new Super Grains innovation to our product portfolio.”

“We’re excited to partner with Stone & Skillet and bring a sustainable and nutritious breakfast option to consumers. Our mission is to support brands in creating innovative products that are better for the planet and for people. This product brings that promise to life in an exciting new category,” added Dan Kurzock, Co-Founder and CEO of UP.

Upcycling has become increasingly popular among consumers and has been topping the trends lists of retailers like Whole Foods and Kroger. In one consumer study conducted by Mattson, 95% of consumers reported they think it’s important to do their part to reduce food waste and 57% intend to buy more upcycled food.

“UFA is proud to see companies like Stone & Skillet leading the way by offering Upcycled Certified products, which will play a crucial role in driving industry-wide change and encouraging widespread consumer adoption,” commented Angie Crone, CEO of Upcycled Food Association. “This move towards sustainability is an important step forward for our food system and we’re excited to see more companies follow this path.”

The Stone & Skillet Super Grains English Muffins are due to enter distribution in mid-May at a retail price of US$5.99.

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Media contact

Caitlin Gittins
Editor, International Bakery
Tel: +44 (0) 1622 823 920

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