After my recent article on the repurposing of beer bottles by DB Export in New Zealand, I seem to be reading about a plethora of brands which are repurposing or up-cycling waste product into consumer food & drinks. I know that this has been going on for some time, but it is now really starting to gain momentum, is very much part of consumer language and is very much seen by brands as doing something good which should be shouted about.
Here are some examples I have come across:
Beer crusted pizza
A brewery in Sweden, Spendrups, has up-cycled spelt grain from the
brewing process into pizza crust. The brand has partnered with pizzeria 800 Degrees to create a collective brand Chiara Oranica which has appeared at various music festivals across the country.
Coffee cherry husks
Earlier this year, Starbucks introduced Cascara Latte onto their menus. This new coffee grounds leftover husks, normally discarded during coffee production, into a syrup.
Yoghurt loving left over fruit & veg
Back in 2015, Yeo Valley launched a limited edition yoghurt, Left-Yeovers, made from edible leftover fruit and vegetables. 10% of profits
from each pot sold was given to a charity that supports low-income families, Fare Share.
Repurposing beach plastic
Admittedly lots of brands are recycling plastic waste, but Head & Shoulders has gone one step further by collecting plastic from beaches around Europe and turning it into shampoo bottles.
Other examples of brands which have been recycling plastic from the oceans include Method hand soap and the Adidas Ultraboost trainer.