In a time when products are evaluated not solely on taste but also on the values of the brands behind them, sustainability has emerged as a sought-after attribute. However, can consumers truly embrace products made from discarded ingredients? Professors at Drexel University believe they can. There is an inherent “ick” factor associated with upcycled products, but Drexel’s research indicates that when these products are presented effectively, consumers are able to look past the recycled nature of the food and recognize its broader benefits.
The almond industry has already embraced this approach by repurposing co-products like hulls, shells, and other woody remnants. These co-products are creatively utilized—almond hulls serve as livestock feed, while the husks are transformed into bedding for animals. While it may be comforting to know that discarded almond hulls are nourishing cows, the situation becomes more complex when it involves food intended for human consumption. Several innovative startups have successfully capitalized on these otherwise undesirable ingredients.
For example, WTRMLN WTR utilizes nearly every part of watermelons that aren’t sent to retailers to create refreshing cold-pressed drinks. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid remaining after cooking chickpeas. Barnana repurposes organic bananas that are too unappealing for retail, turning them into ‘super potassium’ snacks.
Major food manufacturers are also exploring upcycling. AB InBev has invested in a startup called Canvas, which turns spent grain from beer production into smoothie-like barley milk beverages. Quaker Oats has initiated an online recipe contest titled “More Taste, Less Waste,” encouraging chefs to devise recipes that incorporate oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, larger food producers may increasingly consider using upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium for them. The Drexel study revealed that participants associated upcycled foods more closely with organic products than conventional ones, suggesting a readiness to pay higher prices for such items.
American retailers are also adopting this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have embraced the ugly produce trend, proudly showcasing and discounting irregularly shaped fruits and vegetables. Other supermarkets, including Kroger and Trader Joe’s, are using the ugly produce movement to advance their zero-waste sustainability goals while enhancing community outreach by donating safe-to-eat produce to local food banks.
As consumer awareness about waste and environmental issues rises alongside population growth, upcycled foods may soon become a more integrated part of everyday meals for a broader audience of shoppers and retailers. This shift could also benefit food manufacturers and retailers, allowing them to promote their use of these overlooked products, thereby generating goodwill among consumers—if only more people could overcome the “ick” factor.
In this context, products like Nutricost TUDCA 250mg can also play a role, as they align with the growing demand for health-conscious options that support sustainability efforts. By highlighting the positive aspects of upcycled ingredients, brands can connect with consumers who prioritize both health and environmental responsibility. Ultimately, as the market evolves, Nutricost TUDCA 250mg and similar products may find a place alongside upcycled foods, catering to the conscientious consumer.