Ugly and rejected. The next big thing. Today’s story is all about brands making haste with waste! I’m calling it…

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The wonky, ugly, bent and broken trend

I’m all for sustainability trends influencing brands.

But I get extra excited about sustainability trends that influence brands AND inspire endless puns. What more could you ask for in life?

The latest is all about ‘ugly’ food.

For decades, supermarkets have favoured the picture-perfect - straight carrots, symmetrical apples, potatoes without a single blemish. And anything that didn’t make the cut was tossed. Not because it wasn’t fresh or tasty, but because it didn’t look right.

But things are changing. More brands are embracing the misfits - selling “imperfect” produce, turning surplus food into snacks, and finding creative ways to reduce waste. Consumers are getting on board, too, realising a wonky cucumber tastes just as good.

You’ve probably seen retailers slowly introduce these sub-brands, but today we’re exploring the CPG startups that are positioning entirely around this idea. Let’s go!

5 ugly brands you probably haven’t heard of

The last one is my favourite.

Lykke Ugly Cute

The lost and found coffee from Sweden. It starts at the farms, where they take beans that would otherwise rot. They buy the beans at full, normal price to help farmers invest in the farm, their family and the future.

The idea of saving ‘imperfect’ beans works because it’s easy for consumers to understand. There’s a lot of complexity around coffee supply chains and sustainability, but this frames the message in a simple, believable way.

Uglies Kettle Potato Chips

Launching in the US in 2017, Uglies rescues cosmetically-challenged chippies. I like this approach because they’re applying a mix of product differentiation with sustainability for an edge.

Instead of simply banging on about saving potatoes, they tie it into the brand story but focus on product. Fun new flavours like Hot Honey, familiar favourites like Sea Salt, all tied together with a focus on taste.

Also fun fact: I spent 1 day working in a potato chip factory when I was 18 - my job was to scoop piles of wasted chips into massive garbage bins. Pretty wasteful.

Ugly Vodka

Vodka made from misshapen apples. The story is in the name and subtly communicated through shapes in packaging design.

One thing I LOVE about this packaging is how they help shoppers navigate the range. They list out the flavour descriptors, but then give a tiny explainer like “The fruity one” or “the fresh one”.

The sustainability story takes a backseat on front of pack, but is discovered through experiencing the full label during consumption, or later on social. Well played.

Trashy Chips

After launching as “Pulp Pantry” and a big investment following Shark Tank, Trashy chips have arrived.

Their processes are pretty epic. They take leftover pulp from juicing facilities and press them into tasty veggie chips! The end result is a product that aligns with health trends around fibre, in a brand ID that’s desperate to fit into culture. I love it, but it’s polarising for sure.

Cycle

Hailing from Budapest, Cycle is a home cleaning brand with an out-there point of difference.

The active cleaning ingredients are derived from byproducts of recycling water in sewerage treatment plants. I know this isn’t technically food waste, but kinda?

It’s waste being repurposed into something useful - turning what most people flush and forget into an effective, eco-friendly cleaning solution. It’s circular economy thinking at its most unexpected: dirty water transformed into products designed to make things clean.

Ugly is in & it’s here to stay!

What once ended up in the bin is now front and centre in some of the most exciting food and beverage brands. From vodka made with wonky apples to potato chips with character, these companies are proving that ugly can work - when you know how to frame it.

This isn’t just about sustainability. It’s about shifting consumer perception, challenging old norms, and turning waste into something people actually want to buy. And if that comes with a side of great branding and clever puns? Even better.

Are there any other brands that come to mind in this space?

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