Challenge: Making Sustainability Delicious (Not Virtuous): Food waste is a massive problem. Upcycled food products are a hard sell. The Innovation Lab's inaugural 0-to-1 project needed to solve both: create a genuinely differentiated snack while tackling food waste—without leading with the "good for the planet" message that turns off mainstream consumers.

Strategic Approach: We built the product around taste and protein content first, sustainability second. Yappah! was a high-protein chicken chip made from spent grains and post-puree vegetables—but we positioned it as a better-tasting, better-for-you snack that happened to be sustainable, not a sustainable product asking for forgiveness on taste.