The upcycled food industry is at a turning point. With a global market size of $54 billion, the sector has shown promise but remained fragmented through isolated product launches. TransFoodMission's latest position paper reveals why the future lies in building dedicated, multi-brand upcycled food categories within retail. The Rohlik Group case study demonstrates this strategy's success, generating €120,000 in net sales while rescuing 7.3 tonnes of food surplus and avoiding 51 tonnes of CO2 emissions in just four months.