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Customer expectations around sustainability are now being embraced by the industry, according to Innova Market Insights, with green issues now driving corporate goals.

Many manufacturers are committing to sustainable product and packaging developments in waste reduction through the use of upcycled ingredients and post-consumer recycling.

Improved biodegradability and new technology, such as compostable capsules and vegetable inks, are also on the rise, according to the market researcher.

Innova has found that 64 per cent of US and UK consumers expect companies to invest in sustainability these days.

“There are many different metrics, many ways to do this, and it’s just about figuring out how you play in these spaces, it’s about just doing what makes most sense to your company” Innova Market Insights’ director of innovation Lu Ann Williams says.

She notes some of the creative ideas from manufacturers in this area, such as the use of upcycled brewers malt being used in a snack bar called Regrained; Aquafaba chipotle mayo, which uses by-products from chickpea processing; and edible straws and edible seaweed packaging.

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