Old Ingredients, New Products: Knuspr Launches Upcycling Category

From wrinkled carrots to stale bread – much of what often ends up in the bin can still be put to good use.

Knuspr is now showcasing this in a new way: As the first retailer in Germany, the online supermarket has launched a dedicated upcycling category. The goal is to transform surplus raw materials from food production into new products and reduce waste. The assortment currently includes 57 items, marked with an “Upcycling” label in the shop and app. About half of them are available exclusively at Knuspr.

What customers can expect

The range includes crackers and muesli made from brewing by-products, soups from surplus vegetables, and baked goods made with stale bread. There are also preserves made from rescued fruits and even plant-based “doner kebab” created from sunflower seed residues. All items can be identified by the new “Upcycling” label.

Working with regional partners

Many products are developed in cooperation with regional businesses such as Märkisches Landbrot, Riedmair, Bäckerei Vetter, and Roots Radicals. The category itself was created together with TransFoodMission. A similar concept has already been introduced by Knuspr’s parent company Rohlik in the Czech Republic, where more than 7 tons of food have been saved to date.

Sustainability with system

The idea is catching on: The global market for upcycled foods is growing rapidly and could reach around 97 billion US dollars by 2031. In the US, an upcycling label is already driving demand, and in Germany the approach could help reduce millions of tons of food waste.

A step in the right direction

With its new category, Knuspr demonstrates that supposed waste can become valuable ingredients – and that less waste can also mean more variety.

The online supermarket is sending a clear signal: sustainability begins right in the shopping basket.

Photo by Archer Fu via Unsplash