Fi Webinar Series: Upcycling: a long-term opportunity or a passing trend?

Upcycling: a long-term opportunity or a passing trend? | Register to attend the online webinar here

Emma Schofield
17^th February | Online 

11:00 – 12:30 Europe/Amsterdam

Upcycling is a term describing the act of valorising food waste and byproducts back into the human food chain. Mintel’s GNPD shows that currently, less than 1% of food, drink and supplement launches feature an upcycled ingredient claim, though innovation with upcycled ingredients is increasing.  Recent upcycled ingredients, like cocoa pod fruit and juice, spent grains, and grape pomace from the wine and juice industry, have supported the development of innovative launches.  52% of UK consumers saying buying food and drink made with upcycled ingredients that is appealing. Though many consumers are in theory keen to adopt sustainable diets, factors like taste and price are obstacles to them doing so.  Sustainability attributes often add cost, though only 14% of Japanese consumers say use of upcycled ingredients adds value to alcoholic beverages. The thought of consuming “upcycled waste” may not be appealing, which is a challenge as taste (alongside price) consistently ranks as the top factor for consumers, when buying food and drink. 

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