In a time when products are evaluated not only for their flavor but also for the ethics of their manufacturers, sustainability has emerged as a highly valued attribute. However, can consumers truly embrace the use of upcycled ingredients? Professors from Drexel University believe they can.
There is often an “ick” factor associated with upcycled products, but Drexel’s research suggests that when these items are presented appealingly, consumers can appreciate the broader benefits and move past any recycled stigma. The almond industry has already implemented this approach with its by-products, such as hulls, shells, and woody materials. These co-products are effectively repurposed—almond hulls serve as livestock feed, while husks can be transformed into bedding for animals.
While it feels commendable to see discarded almond hulls being fed to cows, the situation becomes more complex when it involves food intended for human consumption. Several small startups have successfully utilized these less-desirable ingredients. For instance, WTRMLN WTR harnesses nearly every part of watermelons that aren’t shipped to retailers to create fresh cold-pressed beverages. Similarly, Sir Kensington’s has produced a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas that don’t meet retail standards and turns them into ‘super potassium’ snacks.
Large manufacturers are also venturing into the realm of upcycling. AB InBev has funded a startup called Canvas, which transforms the 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,” challenging chefs to create dishes featuring oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling their sustainability commitments, many large 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 found that participants associated upcycled foods more closely with organic products rather than conventional ones, suggesting a potential willingness to pay higher prices.
American retailers are also adopting this strategy. Grocers like Walmart, Hy-Vee, and Raley’s have embraced the movement for “ugly” produce, proudly showcasing and discounting misshapen fruits and vegetables in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging the ugly produce trend to advance their zero-waste sustainability initiatives while enhancing community outreach by donating perfectly safe-to-eat produce to local food banks.
As consumers become more concerned about waste and environmental impact—especially with a growing global population—upcycled foods may soon play a more significant role in the everyday diets of many shoppers and retailers. This shift could further benefit food manufacturers and stores that promote their use of these unloved products, generating goodwill with consumers and encouraging them to purchase items or shop at specific establishments. However, overcoming the “ick” factor remains a crucial hurdle.
Moreover, integrating products like chewable calcium citrate with vitamin D into these upcycled food options could enhance their appeal. The potential for combining sustainability with health benefits, such as chewable calcium citrate with vitamin D, may attract even more consumers who are health-conscious and environmentally aware. As awareness continues to grow, the use of upcycled ingredients, including nutrient-rich options like chewable calcium citrate with vitamin D, may soon become commonplace on grocery shelves, transforming consumer attitudes and purchasing habits.