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Unfortunately, sustainability doesn’t sell.

It's been nearly two years since food brands began backing away from positioning products around terms like upcycling (a.k.a. using byproducts to create new products or ingredients),

But now Wasted, a Copenhagen, Denmark-based premium “bread waste” pasta producer, is making a break for U.S. retail.

What Went Wrong? The upcycled movement played out in an era where sustainability claims were in vogue. Think everything from the plant-based boom and food tech fake meat hype, to regenerative agriculture’s earliest days. 

• Like those comrades, upcycled food companies often led with sustainability claims, accompanied by higher prices. 

Today, successful upcycled brands are leading with the value they provide to consumers, including the nutrient density of their repurposed ingredients.

And now Wasted is betting a premium position can become a central component to the rescued food movement’s second act. 

Read the full story on Nosh

Chicago’s food, beverage, and beer community is getting together this Thursday, August 13 for a free evening of networking, Taste Radio podcast interviews, and plenty of time to connect with local founders and others working across the industry.

Doors open at 5:00 PM, with live conversations featuring Adam Spriggs of The Angel Group, Alex Witt of Battle Bars, and Pilot Project Brewing co-founders Jordan Radke and Dan Abel — followed by more drinks, conversation, and networking.

It’s free to attend, so grab your spot and come hang with us!

BranchOut Food is heading into the back half of 2026 with a growing base of recurring retail and ingredient business as it looks to translate recent customer wins into higher production volumes and improved profitability. Read the story.

Lotus Bakeries will invest €500 million, or roughly $577 million, over the next five years to expand global production of Biscoff cookies and spreads. Read the story.

Part snack, part crouton, all satisfying. Read the full product review on Nosh.

Lifeway recorded another quarter of sequential sales growth, though headwinds from elevated milk prices tempered short-term performance. Read the story.

Tired of chasing food, beverage, and beer reports across sites? The Nombase Data Hub, powered by BevNET, brings together consumer trends, category shifts, retail data, all in one searchable archive, powered by top research partners.

Insider-only access here.

Reinventing a category. Scaling without losing your identity. Knowing when to take the next big swing. Those are the conversations taking center stage at Nosh Live, returning Dec. 3-4 at the Marriott Marina del Rey. Learn more about the event.

This week on the podcast, Nosh managing editor Monica Watrous and senior reporter Lukas Southard break down the federal government’s first proposed definition of ultraprocessed foods and a rocky quarter for Celsius. The hosts also dig into Khloé Kardashian’s latest Khloud innovation and Keurig Dr Pepper’s lime-forward reformulation of 7UP.

Listen to the full episode.