Upcycled food packaging and consumers: what works and what doesn't?

Upcycled foods, products made from ingredients that would otherwise be wasted, represent a promising pathway toward a more sustainable food system. However, their success depends largely on consumer acceptance. As the value of these products is not immediately visible, packaging plays a central role in shaping trust and purchase decisions. This review explores research published between 2020 and 2026 to examine why some upcycled food labels are more effective than others. Findings across the literature show that claims related to the environment and nutrition can increase purchase intention. However, their effectiveness depends not only on what is said but also on how it is communicated. Consumers tend to prefer concrete messages, such as “made from rescued apple pomace,” over abstract statements like “made from sustainable ingredients”. The most effective approach also varies by product type. For indulgent vice foods, such as ice cream, sustainability claims can reduce guilt and improve appeal, while for virtue foods such as low-calorie muffins, nutritional information is more influential. Visual elements, particularly clear and appealing images, also improve attention and engagement compared to abstract eco-labels. To potentially facilitate the wider integration of upcycled foods into the market, this review suggests that manufacturers should position upcycled foods as high-quality products, emphasising taste, nutrition, and sensory experience rather than focusing mainly on waste reduction. Country-specific characteristics should also be considered. Effective labelling should combine clear, specific messages with strong visual presentation. Overall, acceptance of upcycled foods depends on balancing environmental benefits with health benefits and sensory quality.