Each year in the Netherlands, approximately 150,000 tons of bread go uneaten. Researchers from Van Hall Larenstein University of Applied Sciences, MBO Firda, Aeres, and the Bakery Sweets Centre are working to increase the acceptance of using “return bread” (unsold bread from stores) by processing it into a sugar paste, which can be used in various food products. During the Zwarte Cross festival, they tested muffins containing 30% of this bread paste—made from white and whole-wheat bread—to gain insight into taste perception, price acceptance, and awareness of circularity and food waste.

Visitors tasted the muffins and provided feedback using interactive testing tools like tear-off cards, a trashcan, and wool mapping. The test attracted a record number of participants, with 1,632 visitors taking part. The muffins were generally perceived as very tasty, and taste appreciation proved to be a significant factor in a willingness to pay more. Still, more than 65% indicated they would only be willing to pay the same price as for a regular muffin.

Consumers find it important for packaging to state that a product is circular, along with an explanation of what makes it so. Additionally, the wool mapping results showed that visitors desire smaller portion sizes in supermarkets. Based on these insights, the team is further developing the business case, researching production and scaling possibilities, and plans to repeat the test at locations with a more sustainability-conscious target audience. The communication on the packaging will also be refined to clearly tell the circular story.