Sustainable fiber fortification: PhenOlives touts benefits of upcycled olive flour

As consumers become more aware of the health benefits of fiber, the food and beverage industry is responding with a surge of fiber-fortifying innovations and ingredients. At the same time, sustainability is an increasing concern for consumers and customers.

Additionally, with demand for functional foods on the rise, brands are incorporating innovative fiber sources into everything from snacks to sports nutrition, addressing both nutritional gaps and evolving consumer preferences.

Israel-based PhenOlives touts its upcycled, olive-based, and fiber-rich flour as a solution that meets these demands.

“Our inspiration to address the challenge of olive mill waste arose from the immense scale and impact of this problem,” Chen Lev Ari, CEO of PhenOlives, tells Nutrition Insight. “With only about 15% of each olive being converted into oil, the remaining 85% of the fruit becomes waste.” 

“This waste quickly oxidizes, resulting in olive oil waste, which is typically stored in open pools that pose serious environmental and logistical challenges. The numbers underscore the urgency of this issue: annually, global olive mill wastewater production is estimated at between 10 and 30 million cubic meters, and total olive oil waste biomass could reach at least 40 million tons.”

“This entire waste volume is generated over just a three-to-four-month production season, creating an overwhelming environmental burden on mills, local ecosystems, and surrounding communities. Recognizing this, we sought a solution that would not only reduce the environmental footprint but also reintegrate value into the production cycle.”

Fiber-forward

Experts state that from gut health to weight management, fiber plays a crucial role in overall well-being — yet global intake remains far below recommended levels.

Meanwhile, Innova Market Insights’ data suggests an 18% annual increase in sports nutrition products featuring fiber claims between September 2022 and October 2024. Europe led these launches, with sports bars making up nearly two-thirds of new products. The primary fibers used included oligofructose, inulin, and chicory root fiber.

Ari says the company developed a patented process over three years to prevent the oxidation of olive oil waste, separating seeds, pulp, and black water using specialized machinery in olive mills. This natural, chemical-free method repurposes olive pomace into innovative food products, including nutrient-rich olive flour.

“Olive flour is a unique, gluten-free alternative that brings many of the renowned health benefits associated with olive oil into a versatile, nutrient-rich flour,” Ari explains. “As an integral part of the Mediterranean diet, olives and olive oil have long been valued for their positive impact on well-being.”

Chen Lev Ari, CEO of PhenOlives.He adds that olive flour provides several key health benefits, including a fiber content of 82% compared to less than 3% found in conventional white flour. It is also low in calories and rich in polyphenols.

“Polyphenols are natural compounds found in various plant-based foods, including olives, and they offer numerous health benefits. One of their key attributes is their powerful antioxidant properties, which help neutralize harmful free radicals in the body and reduce oxidative stress. By incorporating these benefits into baked ingredients, we are able to bring the advantages of the Mediterranean diet into a variety of everyday meals, such as bread, pizza, and pasta.”

“At low percentages (up to 10%), olive flour primarily adds subtle flavor notes without significantly altering texture or nutritional composition. As the percentage increases (up to 30%), the texture becomes denser and crumblier, and the olive flavor becomes more pronounced.”

Sticking with sustainability

According to Ari, this innovation goes beyond waste reduction and is set to reshape the olive oil industry by turning an environmental challenge into a pathway for efficiency, sustainability, and economic progress.

Research from the Upcycled Food Association shows that 62% of global consumers are willing to pay more for upcycled products, recognizing them as eco-friendly and innovative.

“Innova’s research shows that the health of the planet is becoming the most important global issue for consumers. In line with this concern, consumers show an interest in reducing waste, with two in three stating they are prepared to pay more for products designed to tackle food waste,” he stresses.

“In addition, in recent years, an increasing number of consumers reduced food waste (46%) to support the environment or improve their social situation.”

“As interest in upcycled food products grows, collaborations with food producers, chefs, and sustainability advocates will help unlock the full potential of olive-based innovations. Rather than being treated as waste, byproducts of olive oil production will increasingly be recognized as valuable resources in a circular food system.”

He spotlights that this upcycled innovation will reduce waste and address long-standing disposal challenges while creating new revenue opportunities for olive mills by expanding their product offerings — reinforcing circular economy principles.PhenOlive’s upcycled olive flour provides fiber and polyphenols (Image Credit: PhenOlives).

Future fortification plans

Speaking to future plans for the ingredient, Ari points out that the company’s current priority is raising awareness about the value of repurposing olive byproducts into a profitable resource for farmers and mills.

Food companies are encouraged to view olive flour as more than just a sustainable ingredient but as a functional, gluten-free alternative for clean-label formulations. 

He adds that modern consumers are urged to recognize that sustainable eating can be both nutritious and flavorful. Collaborations in Israel and Europe are focused on testing applications and scaling production to ensure a reliable supply. Education remains crucial, with efforts aimed at engaging the entire value chain to drive meaningful industry-wide impact.

“I truly believe olive flour can become a mainstream ingredient, but we’re not here to rush things,” Ari concludes. “Our approach is about doing it right, step by step, proving its value, and making sure the whole ecosystem is ready to embrace it. That’s how we create lasting change — not just for PhenOlives, but for the food industry as a whole.”

“Beyond flour, we are also exploring the potential of olive pulp for use in food additives, natural colorings, and even pet food, further maximizing the value of the olive. Additionally, we are researching ways to utilize the rich nutritional content of olive, black water, which is abundant in polyphenols, squalene, and fiber, to develop new health-focused applications.”