Agrain and Easyfood collaborated on SocialSquare, a modern bakery item made with Agrain’s upcycled Spent Grain Flour. This partnership combines classic Nordic flavors with sustainability, delivering a ready-to-serve product that reflects both tradition and eco-conscious innovation.

Blending Tradition with Sustainability

Easyfood was eager to meet the modern consumer's dual desire for high-quality, authentic bakery products and a commitment to environmental sustainability. They wanted to create a versatile product that echoed familiar tastes but included innovative, environmentally responsible ingredients. This ambition required a solution that upheld their bakery traditions while introducing sustainable elements that would appeal to environmentally conscious consumers.

Introducing Agrain’s Spent Grain Flour into SocialSquare

Agrain’s upcycled Spent Grain Flour provided the ideal sustainable solution, giving Easyfood’s SocialSquare a distinctive taste and nutritional boost while reducing environmental impact. Agrain’s flour, sourced from the byproduct of brewery production, replaced a portion of the wheat flour in Easyfood’s soft dough formula, transforming it into a symbol of circular food production. With each SocialSquare flavor - whether cinnamon, cocoa, blackcurrant, or gooseberry - the product not only delivers familiar flavors but also upholds sustainability through innovative ingredient use.

A Step Towards Circular Food Production

The SocialSquare’s success highlights the positive impact of using upcycled ingredients in bakery products:

• Enhanced Sustainability: By integrating Agrain’s Spent Grain Flour, Easyfood reduces waste in food production, turning a major industry byproduct into a valued resource.
• Consumer Appeal: SocialSquare’s nostalgic, soft dough experience, combined with a modern twist, meets consumer demands for both tradition and responsibility.
• Efficiency and Quality: As a fully baked “Thaw & Serve” product, SocialSquare simplifies kitchen operations, minimizing waste and ensuring consistent quality.
• Culinary Innovation: SocialSquare exemplifies how bakeries can creatively incorporate upcycled ingredients into beloved bakery staples, paving the way for broader acceptance of sustainable ingredients in mainstream products.