Kifli.hu’s parent company launches a new category for foods made with value-added recycling

By: Trademagazin Date: 2025. 10. 01. 11:18

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Kifli.hu’s parent company, Rohlik, is taking another step towards sustainability: in all countries where it is present – including in Hungary on September 29, World Food Waste Day – it has introduced the category of upcycling products. With this initiative, Rohlik is the first European retailer to offer a wide range of foods made from surplus ingredients – giving these ingredients a second life, contributing to reducing food waste.

Upcycling is an innovative process that transforms ingredients that are left over or are by-products of production into new, quality foods. This means that mash from breweries, cocoa shells or even shapeless fruits and vegetables no longer end up in the trash, but can be used to make cereals, snacks, sauces or drinks. This solution not only reduces waste, but also contributes to the conservation of natural resources and the environmental footprint of food production.

The Upcycling category was introduced in 2024 at Rohlik’s Czech headquarters and achieved significant success in a short time. The approximately 40 products available in the first 4 months generated 120 thousand euros in sales from 32 thousand purchases and recycled 7.3 tons of valuable raw materials, thus preventing 51 tons of carbon dioxide emissions. This amount is equivalent to completely removing 11 cars from the traffic of a small town for a year. In recognition of this innovation, Rohlik.cz won the Sustainability Star Award in April 2025.

The parent company of Kifli.hu wants to accelerate the spread of the movement in Europe in cooperation with experts from TransFoodMission.