Preventing food waste while offering a healthy snack: that is the goal of the No Waste Oatbar by Tante Restante. This nutritious bar is made from rescued ingredients such as brewer’s spent grain and orange cake trimmings. During the TT Festival in Assen, founder Koen tested which flavor visitors liked best, what price they found acceptable, and which marketing message worked best.

120 visitors tasted different varieties and provided feedback on flavor, texture, and size via tear-off cards. The Chiaberry variety emerged as a clear favorite. Most participants chose a price between €1.75 and €2.25, making €1.99 a logical selling price. For the marketing materials, it was found that the choice was primarily based on color and image: the green advertisement attracted the most attention. The “No Waste” aspect played a smaller role for this target group; taste, price, and personal benefits like health were more important. The display of ingredients at the stall worked well to convey the story behind the recycled brewer’s spent grain.

Based on these insights, Tante Restante is focusing on further developing the most popular flavor, which will be launched in the autumn. The first sales will be in the form of sheet cake for catering establishments in Leeuwarden, to limit packaging, handling, and storage costs. A co-producer will also be brought in for scaling up. Furthermore, the pricing and sustainability aspects will be tested with target groups who attach more importance to circular products.

In collaboration with: TT Festival Assen, Founded, Gemeente Groningen and Gemeente Assen.