In an era where consumers evaluate products not only on taste but also on the manufacturers behind them, sustainability has emerged as a coveted attribute. However, can consumers truly embrace the use of discarded ingredients? Professors at Drexel University believe they can. While there is often an “ick” factor associated with upcycled products, Drexel’s study indicates that when presented correctly, consumers can appreciate the positive impact and move past the recycled image of the food.
The almond industry has already adopted this approach for its by-products, such as hulls, shells, and other woody materials. These co-products are effectively repurposed—almond hulls serve as livestock feed, and husks can be transformed into bedding for animals. While it may be reassuring to know that discarded almond hulls are nourishing cattle, the concept becomes more complex when it involves food for human consumption. Several smaller startups have successfully incorporated less desirable ingredients into their offerings. For instance, WTRMLN WTR utilizes nearly every part of watermelons that do not reach retailers to create fresh, cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise made from aquafaba, the liquid leftover from cooking chickpeas. Meanwhile, Barnana repurposes organic bananas deemed unattractive for retail, turning them into ‘super potassium’ snacks.
Major manufacturers are also tapping into the upcycling trend. AB InBev has backed a startup called Canvas, which transforms spent grain from beer production into smoothie-like barley milk beverages. Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” encouraging professional chefs to devise recipes that utilize oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, many large food manufacturers may explore upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium for them. The Drexel study found that participants associated upcycled foods more closely with organic products than with conventional ones, suggesting a readiness to pay higher prices.
American retailers are also embracing this strategy. Grocers like Walmart, Hy-Vee, and Raley’s have enthusiastically adopted the practice of selling “ugly” produce, showcasing and discounting misshapen items in their stores. Other chains, such as Kroger and Trader Joe’s, are utilizing the ugly produce movement to advance their zero-waste sustainability goals and enhance community outreach by donating perfectly edible produce to local food banks.
As consumer concern over waste and environmental issues grows, alongside a rising global population, upcycled foods may increasingly find a place in the everyday diets of more shoppers and retailers. This shift could also benefit food manufacturers and stores that promote the use of these overlooked products, fostering goodwill among consumers who may choose to purchase their items or shop at their establishments—if only more people can overcome the “ick” factor.
Additionally, as consumers become more health-conscious, there is a growing interest in products that support wellness, such as calcium citrate supplements chewable. These supplements, which can be derived from upcycled ingredients, may appeal to those seeking nutritional benefits alongside their commitment to sustainability. By integrating calcium citrate supplements chewable into their offerings, food manufacturers could further align their products with the values of environmentally conscious consumers.