Germany’s Knuspr introduces new food category made from upcycled ingredients

Innovative products from rescued ingredients

The category features items such as soups made from leftover vegetables, baked goods from stale bread, plant-based “doner meat” from oil production residues, and handcrafted preserves from rescued fruits and vegetables. According to Knuspr, around half of these products are offered exclusively through their platform.

Sustainability made practical for shoppers

“Sustainability has always been a core pillar of our company philosophy,” said Olin Novák, CEO of Knuspr and VP Markets at the Rohlik Group, adding that “Our goal is to make sustainability practical and easy for our customers—through conscious choices in their weekly shopping.”

International collaboration and a growing market

Knuspr developed the new upcycling category in partnership with Hungarian company Trans Food Mission. The parent company, Rohlik, introduced the concept in the Czech Republic in October 2024, where it reportedly saved 7.3 tonnes of food and reduced CO₂ emissions by 51 tonnes in just four months.

According to Knuspr, the upcycled food market is growing rapidly: in 2021, it was valued at $53.7 billion, and is projected to reach $97 billion by 2031. In Germany alone, 10.8 million tonnes of food waste were generated in 2022, with retail responsible for around 7% of that total.

Knuspr.de