Shoppers can now tickle their taste buds with dozens of new nature-minded products showcased in an international challenge run by the Ellen MacArthur Foundation.
These innovative food and drink creations are the result of the Big Food Redesign Challenge, an ambitious 18-month project aimed at inspiring the food sector to design products to help nature thrive.
In collaboration with the Sustainable Food Trust, the Challenge invited entrants to redesign existing items – or create entirely new ones – using circular economy principles that help to regenerate nature.
The innovations, launched at an event in London’s Fortnum & Mason, include burgers made from blended beef and seaweed to reduce environmental impact; a range of ready meals designed to lower carbon impact; and a new take on the classic digestive biscuit.
A number of successful products are now available online and in-store through major retailers including Waitrose, Abel & Cole; Carrefour Brasil Group and Fortnum & Mason.
Jonquil Hackenberg, chief executive oficer of the Ellen MacArthur Foundation, said: “Regenerating nature lies at the heart of the circular economy and is vital to tackling climate change and biodiversity loss. How we produce and consume food is one of the most powerful ways we can do that and the products in the Challenge have shown this is possible.
“By rethinking the ingredients and their production, participants demonstrated that through intentional design choices, we can produce food that helps nature to thrive – unlike today’s current food system which tends to make nature fit our needs.
“Now we’ve shown what is possible, it’s time to take bold steps and build a new food system that is better for people, nature and climate.”
Challenge participants were required to submit products which were designed to regenerate nature by incorporating principles such as diversified crops, upcycled ingredients, lower-impact and regenerative methods of farming.
The Foundation, an international charity with the mission of accelerating the transition to a circular economy, revealed 141 successful products by 57 organisations in 12 countries, including household names such as Nestlé, Waitrose, and Wildfarmed.
The showcase also unveiled a new ‘Nature in mind’ logo, allowing retailers the opportunity to identify food and drinks selected as part of the Challenge both in-store and online.
Launched in May 2023 following a successful bid for funding from People’s Postcode Lottery Dream Fund and additional support from the Gordon and Betty Moore Foundation and the Schmidt Family Foundation, the Challenge received more than 400 applications from ambitious producers, start-ups, suppliers and retailers across the globe.
Among the successful entries is a take on one of Britain’s favourite biscuits, the digestive, which has been designed using upcycled apple pulp – preventing it from being thrown away and becoming waste.
Also completing the Challenge are new burgers created with a blend of seaweed to significantly reduce environmental impact whilst restoring marine ecosystems, and a range of ready meals made from ingredients sourced from regenerative and organic British farms.
Patrick Holden, founder and CEO of the Sustainable Food Trust, said: “We are delighted to have been working in partnership with the Ellen MacArthur Foundation on the Big Food Redesign Challenge, which directly addresses the urgent need to move towards farming systems which produce food in harmony with nature.
“A growing number of food businesses and retailers are recognising the importance of supporting sustainable farm practices. The more that we can do to drive demand for ingredients that support diverse, resilient and circular farming models, the easier the farming transition to more sustainable systems will be.”
Waitrose is launching 25 products in 22 stores across England and Wales from 12 February 2025. James Bailey, Executive Director of Waitrose, said: “Our customers love great food and we know there’s a growing appetite for sustainable farming.
“The Big Food Redesign Challenge has been a fantastic opportunity to champion innovation, and we’re excited to bring more nature-inspired products to our shelves.”
To get involved in supporting the Challenge or to see a full list of selected products, please visit Nature in mind.
