High levels of meat consumption are increasingly being criticised for ethical, environmental, and social reasons. Plant-based meat substitutes have been with reservations identified as healthy sources of protein in comparison to meat. This alternative offers several social, environmental, and probably health benefits, and it may play a role in reducing meat consumption. However, there has been a lack of research on how specific meat substitute attributes can influence consumers to replace or partially replace meat in their diets. Research has demonstrated that, in many countries, consumers are highly attached to meat. They consider it to be an essential and integral element of their daily diet. For the consumers that are not interested in vegan or vegetarian alternatives to meat, so-called meathybrids could be a low-threshold option for a more sustainable food consumption behaviour. In meathybrids, only a fraction of the meat product (e.g., 20% to 50%) is replaced with plant-based proteins. In this paper, the results of an online survey with 500 German consumers are presented with a focus on preferences and attitudes relating to meathyrids. The results show that more than fifty percent of consumers substitute meat at least occasionally. Thus, approximately half of the respondents reveal an eligible consumption behaviour with respect to sustainability and healthiness to a certain degree. Regarding the determinants of choosing either meathybrid or meat, it becomes evident that the highest effect is exerted by the health perception. The healthier meathybrids are perceived, the higher is the choice probability. Thus, this egoistic motive seems to outperform altruistic motives, like animal welfare or environmental concerns, when it comes to choice for this new product category.

The relevance of cross-industry innovation has increased in recent decades with a growing number of inter-industry fields emerging on the borderline between formerly distinct industries. The aim of this paper is to analyse industry convergence in four probiotics innovation value chains based on the following indicators: cross-industry relationships along the innovation value chain as well as knowledge, technological, regulatory and competence convergence. In so doing, the study delivers a framework of indicators for scrutinising industry convergence processes. In order to identify industry convergence, we analyse companies in the converging area of foods and drugs based on products containing the four bacteria strains: Lactobacillus caseii DN 114001, Bifidobacterium lactis Bb12, Lactobacillus acidophilus LA5 and Lactobacillus rhamnosus. Hence, the commercial availability of the strains on the market serves as a selection criterion. Altogether 12 companies stemming from four industrial backgrounds, food and agriculture (5), pharmaceutics (5), chemistry (1) and personal care (1), as well as one research organisation are identified. Cross-industry relationships occur along the innovation value chains of the four strains. Clear signs of knowledge and technological convergence are found as companies are not only publishing and patenting in the usual area of their own industrial field but also in the area of other industrial fields. Companies with different industrial backgrounds show activities in obtaining health claims indicating regulatory convergence. Companies' competence bases seem to converge as companies with different industrial backgrounds are involved in acquisitions, licencing agreements and strategic alliances (competence convergence). We contribute to the existing body of literature by assessing industry convergence from an innovation value chain perspective with a set of indicators reflecting the intensity of industry convergence. This framework of indicators stemming from literature has not yet been used in a combined comprehensive analysis. Furthermore, we tried to show the characteristics of strategic types driving industry convergence in probiotics.

Current discussions about the concept of nutritional sustainability show a high complexity of this topic leading to many different definitions. Regarding communication issues of nutritional sustainability between actors of food chains this complexity should be reduced. One opportunity to tackle these challenges of reducing complexity might be the concept of ingredient branding. Therefore, the aim of this mini-review is the identification of conditions for ingredient branding application as a communication strategy for nutritional sustainability which might overcome challenges in communicating the complexity between the different stakeholders of supply chains. In doing so, the specific case of agrifood chains is discussed based on the selected characteristics of globalization, increasing consumer demands, foods incorporating credence attributes and price. Along the agrifood chain, a sourcing strategy reflecting nutritional and sustainable aspects might lead to an ingredient branding strategy implying a brand policy for a special ingredient within the final product which is an important component but cannot be clearly recognized by the user. A “nutritional sustainability inside” strategy should reflect the multifaceted information along the agrifood chain and should be based on standardized criteria for nutritional sustainability.

Purpose: Food waste consumes substantial resources vital for addressing global challenges like hunger and climate change. Combating food waste through food upcycling is crucial, particularly in artisanal food businesses where by-products are often discarded. This study explores the potential of integrating food upcycling practices in artisanal settings and assesses consumer acceptance of the developed prototypes. Design/methodology/approach: In collaboration with two artisanal businesses, this study developed three upcycled products: two animal-based products (green and summery whey drinks) and a plant-based beverage (apple tea). Sensory evaluations were conducted with 21 food science students for the whey drinks and ten employees along with 35 customers for the apple tea. Findings: The sensory evaluation results showed positive consumer acceptance, with purchase willingness at 33% for the green whey drink, 58% for the summery version and 71% for the apple tea. These outcomes suggest that food upcycling can transform otherwise discarded resources into economically viable products, supporting the sustainable and regional business philosophy of small enterprises. Research limitations/implications: The development of new products through food upcycling within artisanal food production presents diverse opportunities. By integrating these two areas, it becomes possible to reuse resources commonly discarded in craft-based food businesses. Practical implications: This approach offers a valuable complement to existing strategies by highlighting upcycling opportunities in artisanal food production, including practical recipes. It also expands innovation theory to include artisanal food enterprises, a sector largely overlooked in current research. Originality/value: This paper explores the development of new products at the intersection of food upcycling and artisanal food production. By linking these two areas, it enables the targeted reuse of resources that are often discarded unused in craft-based food businesses. This focus on the food trade introduces a novel perspective that complements existing approaches centered on the food industry and end consumers.

Purpose: This paper examines the acceptance of cultured meat compared to insect-based products among young adults in Germany, taking into account differences between various diets (omnivorous, flexitarian, vegetarian, and vegan). Design/methodology/approach: Based on an online survey, factors such as awareness, willingness to try and purchase, perceived naturalness, and safety aspects were assessed. Findings: The results show that both product types have a comparable level of acceptance, with flexitarian individuals displaying the highest and vegetarian or vegan individuals the lowest openness. Price acceptance is largely tied to cost advantages over conventional products. Sustainability and ethical considerations have a supportive effect on willingness to try and consume. Practical implications: This paper derives implications for target group-specific market introduction potentials. Originality: This case study evaluates consumer acceptance patterns across different dietary groups among young adults in Germany, providing novel insights into the barriers and drivers for market acceptance of cell-cultured meat and insect-based products.