With this new, revamped design, ReGrained continues to work towards its big-picture goal of helping consumers learn more about upcycling and what it can achieve. According to Regrained’s founder Daniel Kurzrock, the force behind this brand’s efforts to spread the world about different edible applications for the millions of pounds of leftover brewers’ grains that are typically thrown out each year, “We need to create great-tasting food that is also functional and that, by the way, is also upcycled.” The key to this, he says, is to educate consumers, while also trying to make upcycling more approachable. To this end, the bright and colorful new packaging includes a new upcycling logo that the company hopes will one day become an industry-wide symbol for any product with upcycled ingredients.
Kurzrock goes on to say that, “The new logo (EAT UP!) with the arrow is a call to action for consumers to incorporate upcycled foods into their everyday life. The slogan "Eat Up!" brings simplicity to this unfamiliar idea of edible upcycling. (The packaging) is visually appealing, fun, larger than life, whimsical and pretty different from what’s out there."
With regard to the company’s well-documented struggles with trying to use compostable packaging for its bars, the removal of the clear window from the old packaging is one way in which the company is, “setting itself up for the transition to compostable wrappers in the future.”