‘Ugly’ or ‘upcycled’ may not be words which first spring to mind when considering attractive food descriptions, due to their unsavoury connotations. Yet these expressions may leave less of a bad taste in the mouth for food and drink innovators, after learning that ‘food recycling’ is set to be a key market trend for 2017-2018, which incorporates such sub-terms. According to Mintel’s Global Food and Drink Trends 2017, ‘food recycling’ (i.e. the act of re-purposing food which is formerly disregarded as waste due to its aesthetics or lack of use) is gaining momentum as a consumer trend. From mayonnaise made from chickpea by-product (Sir Kensington’s ‘Fabanaise Vegan Mayo’), to ale made by retreated sewage water (‘Full Circle Pale Ale’, Stone Brewing Company), the ‘upcycling’ movement is inspiring innovative repurposing of products previously overlooked or discarded.