Jelly Candies with Apple Pomace—A Circular Economy Solution for a Food Processing Waste

Abstract

Apple juice processing by-product (apple pomace), considered as waste that generates important pollution problems, is also a rich source of bioactive compounds, including minerals, dietary fibers, phenolic compounds, and vitamins. The recovery and reuse of these valuable compounds from apple pomace into new food products combats environmental pollution, benefits the population and supports the circular economy. The current study proposes jelly candies made from apple pomace as an innovative way to valorize this by-product. The candies are analyzed from the point of view of the environmental impact and consumer acceptance. The environmental impact of the jelly candy was assessed by its carbon footprint (CF), calculated on the base of ingredients and equipment. The results showed a small CF value of 1.3946 kg CO₂ for 1 kg of jelly, emphasizing its minimal environmental impact. Consumer research was carried out through an online questionnaire to assess the customer acceptance of this product, and the results revealed significant interest. These findings were considered when the consumer-oriented marketing plan was developed for this healthy, clean label, eco-friendly and sustainable jelly candy, with a view to launching it on the market. Considering the origin of the main ingredient, the reduced environmental impact, and the high acceptability of the product, it can be concluded that the analyzed jelly candy represents a good solution for apple juice processing waste recovery, which supports the circular economy.

1. Introduction

Globally, the apple (Malus domestica) is one of the most popular fruits [1,2,3], ranking fourth in fresh fruit consumption worldwide [3]. In addition to direct consumption of fresh fruits, apples are important raw materials for the fruit processing industry, with the largest percentage of processed apples (65%) being used for juice production [3,4]. The by-product from apple processing, called apple pomace (AP), is globally estimated at around 4 million tons per year [5]. Figure 1 presents the estimated production quantities of apple pomace in various countries, which is anticipated to rise in the future [4]. In Europe, the quantity of apple pomace produced annually is estimated to be 1 million tons [6].

Bhushan [7] defined apple pomace as leftover solid biomass with a high moisture content, obtained as a by-product during the processing of apple fruits for juice, cider or wine preparation. Apple pomace represents one of the most important horticultural wastes, due to its negative impact on the environment. This is mainly due to the high water content (>70%) and biodegradable organic matter of apple pomace, which makes it susceptible to microbial decomposition and fermentation [4]. The recovery rate of this by-product is minimal [8], most of it being deposited on unused land [4]. This fact negatively impacts the soil, influencing the microbial flora, reducing the available nitrogen and modifying the C/N ratio [5]. Composting AP also produces greenhouse gases (GHG), which lead to secondary pollution [8]. Moreover, the treatment and waste management of apple pomace involve important financial costs [1,9].

On the other hand, apple pomace is an important source of health-promoting compounds [1,2,3,4,9,10]. Around 25% of apple processing outputs consist of skin, stem, seeds, and pulp, which are known as veritable sources of fibers, pectin, vitamins (A, C, E), major minerals, simple and complex carbohydrates, and antioxidants as polyphenols or carotenoids [1]. The polyphenols found in apple pomace, including phenolic acids (e.g., chlorogenic acid, protocatechuic acid) [10], flavonoids (e.g., epicatechin, quercetin) and dihydrochalcone (e.g., phlorizin, phloretin), have a positive impact on health through their antioxidant and anti-inflammatory activities [8,11]. Phenolic acids are secondary plant metabolites with a defensive role. Both chlorogenic and protocatechuic acids are associated with a lower risk of metabolic syndromes and chronic diseases [8,12]. Protocatechuic acid also demonstrated chemopreventive potential in vitro and antidiabetic potential by inhibiting α-amylase, an enzyme involved in the digestion of carbohydrates [12], while chlorogenic acid has been proved to have neuroprotective properties [13]. Epicatechin, a flavonoid from AP, can play a role in preventing diabetes, cancer, and cardiovascular diseases, can serve as neuroprotective, and can increase muscle performance [14]. Dihydrochalcones, in addition to antioxidant and anti-inflammatory activities, present other beneficial effects on human health, such as anticancer, cholesterol-lowering, and antidiabetic effects. In particular, the antidiabetic potential of phlorizin, which can reduce intestinal glucose absorption, was shown by multiple studies [15]. A study on mice with cardiovascular disease demonstrated that the inclusion of apple peel extracts concentrated in polyphenols, in their diet, led to notable improvements in blood pressure, endothelial function, insulin sensitivity, and lipid balance [14]. The major vitamins found in AP are A and C, which are also important antioxidants [8]. The antioxidant activity of the bioactive compounds (polyphenols, vitamins) from apple pomace contributes to human health by limiting the oxidation of proteins and lipids and scavenging free radicals [16]. Regarding the minerals, sodium, phosphorus, potassium, manganese, calcium, magnesium, zinc, copper, and iron were found in AP. These minerals have beneficial effects on bone health (calcium and phosphorous), contribute to acid-base balance by neutralizing acidic effects (potassium, calcium and magnesium), and prevent iron deficiency and anemia [8]. Apple pomace contains a significant amount of total dietary fiber, ranging from 45% to 51% [17]. The beneficial effects of dietary fibers for health are well-known. Furthermore, a study in rats found that combining apple pectin with the polyphenol-rich fraction in the diet reduced the cholesterol and triglyceride levels, as well as the intestinal absorption of cholesterol, more effectively than separate administration, indicating interactions between fibers and polyphenols [18].

Reusing agri-industrial waste in an innovative way to obtain new food products with improved properties is consistent with the objectives of the sustainable bioeconomy, “the renewable segment of the circular economy”, in terms of resource efficiency and environmental protection [19]. Many studies have reported the successful inclusion of AP in new value-added food products, for example, biscuits, bread, pasta, meat products, dairy and confectionery [20,21]. This indicates that this by-product can be recovered and reused in the food industry.

The food sector is one of the largest emitters of greenhouse gases. Production, processing, packaging, storage, consumption, and management of food waste are sources of anthropogenic GHG emissions [22,23]. For this reason, it is important to find new ways of production and consumption that respect the ecological boundaries of our planet [19].

The environmental impact of a certain human activity can be assessed by calculating the ‘carbon footprint’, which is also considered an indicator of global warming [24]. CO₂ emissions are known to be one of the direct greenhouse gases associated with climate change [25]. Furthermore, in order to limit the increase in global temperature to 2–2.4 °C above the pre-industrial level, GHG emissions must be reduced during the next 25 years (by 2050) by 85% below the year’s 2000 level [26].

The Paris Climate Agreement is an international accord among over 189 nations committed to combating climate change. Under this agreement, countries are required to regularly report their national greenhouse gas inventories and invest in low-carbon infrastructure and projects [27,28]. A GHG inventory helps regulate greenhouse gas emissions and serves as a foundation for mitigation initiatives. As can be seen in Figure 2, GHG inventories should include greenhouse gas emissions from Scopes 1, 2, and 3. Scope 1 emissions refer to direct emissions originating from sources that are owned or managed by the city, including those from automobiles, buildings, and industrial sites. Scope 2 emissions refer to indirect emissions caused by the production of electricity, heat, or steam. All other indirect emissions that take place along the city’s value chain, including those from employee commuting, disposal of waste, and the transportation of goods and services, are included in Scope 3 [27]. As shown in Figure 2, electricity is classified as an indirect GHG emission, known as a Scope 2 emission [29,30]. Approximately 42% of CO₂ emissions in 2011 came from the electrical and thermal energy sectors, while in 2021 for electricity and heat, the carbon footprint was 16.23 billion tonnes of CO₂ [22,23,30].

Considering the necessary worldwide decrease in greenhouse gas emissions, the circular economy is regarded as a potent strategic solution [31]. Material reuse is the most appropriate circular economy approach to increase resource efficiency, which can lead to considerable carbon reductions, but a case-by-case assessment is required [32].

Jelly candies can represent a method to reuse agri-food by-products because nowadays, trade jelly candies have gained popularity among younger people due to the variety of flavors, sizes, or shapes. Although some of them are successfully used for medicinal purposes, most of them are consumed only as desserts [33]. Worryingly, these commercial jellies include sugar, artificial colors (such as azorubine) and preservatives. Over time, scientific studies [34,35,36] showed the negative impact of synthetic additives on human health. Briefly, most of them are associated with various diseases such as allergies, asthma, hyperactivity in children or even cancer. Because of this, recently, the interest in healthy jelly candies with natural dye substitutes (such as chokeberry, grape extracts, butterfly pea, etc.) has increased [34,35,36]. In addition to consumer demand for healthy food products, sustainability, related to waste management and marketing strategies and actions, is also a concern for marketers [37].

The current study proposes a new approach for apple pomace valorization in a new healthy jelly candy, that is also environmentally friendly. The proposed recipe is simple, clean, and sugar-free, with natural color and flavor, originating from apple pomace. Moreover, the high bioactive compound content of the raw materials (apple pomace) used in the preparation leads to an enriched nutraceutical product with health-protecting properties [10]. The WAW (With Apple Waste) jelly candies were designed to be served as dessert and also as snacks by all categories of consumers, including those with sugar restrictions, diabetics or overweight people. The environmental impact of the proposed jellies was evaluated through the carbon footprint calculation. In addition, in order to evaluate the consumers’ expectations and to obtain valuable feedback on this new product, customer research was conducted and a marketing plan was proposed.

2. Materials and Methods

2.1. Customer Research Protocol

In this study, a questionnaire was developed to assess consumer perceptions and willingness to purchase food products made from agri-food waste. The questionnaire was created using the Google platform [38], as shown in Appendix A: Questionnaire regarding the consumption of jellies. The questionnaire requires voluntary and anonymous participation, and it was distributed online, targeting a heterogeneous group of consumers. Firstly, the study aims to collect general information such as age, gender, last level of education and occupation of respondents. Secondly, the questionnaire was designed to assess several key factors, including consumer preferences for sweets, frequency and place of purchase, attitudes towards “clean label” products, and the potential for using agri-industrial by-products to produce environmentally friendly sweets. The questionnaire consisted of 10 questions with different types of answers: two questions (Q1, Q2) have short answers (Yes/No), one question (Q5) has three possible answers, three questions (Q3, Q9, Q10) have four options of answers, and Q4, Q6, Q7 and Q8 have five answers each one. The questionnaire was completed by 175 people, and the responses obtained were processed using Microsoft Excel 2010 software.

2.2. The Ingredients Used for Jelly Candies

The main ingredient in this study was apple waste, more precisely, the apple pomace obtained after juice preparation. For this purpose, apple pomace was collected from a local juice producer from Iasi, Romania, and dried immediately to prevent spoilage. For manufacturing 1 kg of jelly candies, it is necessary to use 0.45249 L of apple pomace extract (APE). This amount of extract is obtained from 0.1361 kg of apple pomace (AP) subjected to extraction with 0.72394 L of drinking water, with an extraction yield of 62.5%. The 0.45249 L of APE obtained after filtration is mixed with commercial gelatin (0.0678 kg), a mixture of sweeteners (0.0452 kg), as well as drinking water (0.43451 L), in order to prepare 1 kg of jelly candies. The jelly candies were prepared under laboratory conditions, in triplicate, each batch weighing 3 kg. In the food industry, calculations are performed per unit of mass or volume. Thus, in this study, 1 kg of jelly candies was used as unit for reference.

2.3. Technological Flow of Jelly Candy Preparation

The technological flow used to make jelly candies with apple pomace extract is shown in Figure 3.

• Qualitative and quantitative reception of the ingredients—in this step, non-conforming ingredients are eliminated and every item used to manufacture jelly candies with apple pomace extract is qualitatively evaluated. The amount of solid ingredients (gelatin and sweetener mixture) is also confirmed, at this stage.
• Drying the apple pomace—to constant weight in order to be stabilized, at 60 °C for 33 min by using a convective laboratory oven (BIOBASE, BOV-T30C, 850 W, Jinan, China) [39].
• Grinding of the dry apple pomace—in small particles (under 1 mm), by a grinder mill (IKA A 10 basic, 50 mL, 270 W, Staufen, Germany) [40].
• Dosing the dry apple pomace and water—by using an analytical balance weighing (Kern ADB 200-4, 210 g, 3 W, Balingen, Germany) [41].
• Extraction of biologically active compounds from dry apple pomace—with drinking water, at 40 °C (ratio 1:5, w/v). To facilitate bioactive compound extraction an ultrasonic an ultrasonic water bath was used (Biobase UC-40A, 10 L, 250 W, Jinan, China) [42].
• Filtration of the apple pomace extract—through dense, narrow-pore paper filters (Whatman, diam. 90 mm, Nottingham, UK) with a thickness of 0.16 mm for a gradual filtration.
• Obtaining the liquid extract of apple pomace—the filtrate resulting after filtration is considered the liquid extract of apple pomace.
• Hydration of gelatin with water—at room temperature (20–22 °C) for ten minutes.
• Mixing all the ingredients of jelly candies—apple pomace extract, sweetener mixture, gelatin and water.
• Homogenization of the ingredients—through circular motions using a stainless-steel spatula.
• Solubilization of the mixture—10 min at room temperature.
• Pasteurization of the jelly candies—60 s at 60 °C using a water bath (Thermo Scientific Precision GP 2S, 2 L, 300 W, Waltham, MA USA) [43].
• Molding in silicon shapes—in circular silicone molds suitable for food use.
• Cooling the jelly candies—for 30 min at room temperature.
• Drying the final product—60 min at room temperature.
• Demolding from silicon molds—removing jellies from silicone molds.
• Packing the food product—in plastic bags hermetically sealed.
• Storage of the jelly candies—at a maximum 10 °C, using a refrigerator (Biobase BPR-5V50(G), 50 L, 85 W, Jinan, China) [44].

The electrical energy-consuming equipment used in the preparation of jellies were analytical balance weighing, convective laboratory oven, grinder mill, ultrasonic water bath, water bath, and refrigerator.

2.4. Carbon Footprint Calculation

To calculate the carbon footprint (CF) value for different greenhouse gases, Equation (1) was used:

CO_2e = GHG ×·GWP_GHG

(1)

where

• CO_2e—is the equivalent of CO₂ emissions expressed in kilogram;
• GHG—is the amount of a given greenhouse gas emission, expressed in kilogram;
• GWP_GHG—represent the global warming potential of GHG expressed in kg CO₂/kg GHG [45,46].

According to the United States Environmental Protection Agency, the GWP value for CO₂ is considered to be 1, as it is the gas used as reference [46].

The total carbon footprint of the prepared jelly candies was determined considering the ingredients and the used equipment. The CF for each ingredient was calculated by multiplying the amount (kg) used to prepare 1 kg of jelly candies by the CF value of the ingredient (kg CO₂/kg ingredient) reported in the literature. For the sweetener mixture, the ratio between the two components (erythritol—98.70% and steviol glycosides from Stevia—1.30%) was also considered. To calculate the CF of each equipment, the installed energy (W) mentioned in the technical data sheet was taken into account, as well as the operating time (h) of the equipment, necessary to prepare 1 kg of jellies. By multiplying the values of these two parameters, the specific energy required (kWh) to produce 1 kg of jelly candies was obtained. Next, the specific energy was multiplied by 0.306 kg CO₂/KWh [47], the carbon footprint of electricity, resulting the CF value for the equipment corresponding to the preparation of 1 kg of jelly candies.

3. Results and Discussion

3.1. Carbon Footprint of Jelly Candies

Nowadays, food in relation to sustainable development is a common standard for industry. Over time, numerous studies have shown how important it is to determine the carbon footprint of a food, in order to accurately assess and manage the expenses associated with it. The calculated carbon footprint values of jelly candies with apple pomace extract are presented in

Table 1. Calculation of the carbon footprint of the ingredients used in the manufacture of 1 kg of jelly candies with apple pomace extract.

No.	Ingredients	Amount	Carbon Footprint Value (kg CO2/kg Product)	Carbon Footprint Calculation for 1 kg Jelly (kg CO2)
1.	Apple pomace (kg)	0.1361	0.43 [47]	0.0585
2.	Drinking water (L)	1.15845	0.344 [48]	0.3985
3.	Commercial gelatin (kg)	0.0678	0.10 [49]	0.0067
4.	Mixture of sweeteners (kg)	0.0452	15.7110 [47,50]	0.7101
	TOTAL			1.1738

(the ingredients) and in

Table 2. Calculation of the carbon footprint of the equipment used to manufacture 1 kg of jelly candies with apple pomace extract.

No.	Equipment	Equipment Installed Energy (W)	Time Necessary to Manufacture 1 kg of Product (Hour)	Specific Energy Required (kWh) to Produce 1 kg of Jelly Candies	Calculated Value of CF to Produce 1 kg of Jelly Candies
1.	Convective laboratory oven	850	0.55	0.4675	0.1431
2.	Grinder mill	270	0.05	0.0135	0.0041
3.	Analytical balance weighing	3	0.1	0.0003	0.0001
4.	Ultrasonic water bath	250	0.5	0.125	0.0383
5.	Water bath	300	0.1	0.03	0.0092
6.	Refrigerator	85	1	0.085	0.0260
	TOTAL				0.2208

(the equipment).

To calculate the carbon footprint value for the ingredients of jelly candies, the data from Table 1 were used.

The amount of drinking water used for jelly candy preparation (1.15845 L) represents the sum of water used for extraction (0.72394 L) and the drinking water used as an ingredient (0.43451 L).

The CF calculation for the mixture of sweeteners was according to their mixing ratio. To calculate the carbon footprint of stevia, the carbon footprint value of beetroot was considered (1.82 kg CO_2e/kg product) [47,50]. According to Suckling et al. [51] and Duangsong and Theerathammakorn [50], the carbon footprint of stevia is 64–82% lower than the carbon footprint of beet sugar and cane sugar. In this study, the carbon footprint value for stevia is considered to be 75% of the carbon footprint of beet sugar. Briefly, it can be calculated using Equation (2):

Stevia CF = Beet sugar CF value − 25% = 1.82 − 0.455 = 1.365 kg CO_2e/kg product

(2)

Moreover, the stevia used in this study represents 1.30% of the sweetener mixture. Briefly, to calculate the carbon footprint value for the stevia fraction, Equation (3) was used:

0.013 × 1.365 = 0.0177 kg CO_2e/kg product

(3)

In addition, according to Klaver [52], the carbon footprint value for erythritol is 15.9 kg CO_2e/kg.

As can be seen above, in our study, erythritol represents 98.7% of the total sweetener mix. As a consequence, its carbon footprint value was calculated using Equation (4):

0.987 × 15.9 = 15.6933 kg CO_2e/kg product

(4)

Given the data obtained above, the carbon footprint of the sweetener mixture was calculated according to Equation (5):

0.0177 + 15.6933 = 15.7110 kg CO_2e/kg product

(5)

The total carbon footprint for manufacturing 1 kg of jelly candies with apple pomace extract is the sum of the carbon footprint of the ingredients (1.1738 kg CO₂) and the carbon footprint of the used equipment (0.2208 kg CO₂), which has the value of 1.3946 kg CO₂.

To our knowledge, there is no standard classification of food products based on their carbon footprint value. However, Mesquita and Carvalho proposed the following classification:

• Low carbon footprint: for values of CF below 1.9 kg CO₂/kg product;
• Medium carbon footprint: for values of CF between 1.9 and 8.0 kg CO₂/kg product;
• High carbon footprint: for values of CF above 8.0 kg CO₂/kg product [53].

According to this classification, the value of CF obtained for the prepared jelly candy (1.3946) corresponds to a low carbon footprint.

It was reported that the food industry produced 1/3 of global GHG emissions (1.8 × 10¹¹ tons of CO₂ eq./year globally, in 2015) [54,55,56,57]. Due to the negative impact of the food industry (through technological flow, transportation, by-products, etc.) on plants, animals and humans, sustainable food production systems are necessary goals for environmental protection. Digiesi et al. [58] presented some green strategies to reduce the environmental impact in the context of the world’s population growth (up to 10 billion by 2050). The authors mentioned the case of apricot jam fabrication, which is more environmentally sustainable when using fresh apricots instead of semi-processed fruit.

A study by Mariz de Avelar et al. [59] compared the impact on CO₂ emissions of two different techniques used to manufacture jelly candies. It was revealed that cold-set jelly processing (0.004 kg CO₂/kg product) had 300 times less CO₂ emissions than the conventional method (1.574 kg CO₂/kg product) [59].

Wróbel-Jędrzejewska et al. [46] proposed an approach to reuse ‘frozen vegetable outgrade’ into a vege-burger. The small CF value of 1.09–1.13 kg CO₂/kg product obtained by the authors indicates that a well-developed technology can reduce the CO₂ emissions of the food industry.

All the studies mentioned above confirm that a food system based on fruits and vegetables has a reduced impact on the environment due to its low carbon footprint.

On the other hand, Bere and Brug [60] demonstrated in their research conducted in the Nordic area that a regionally oriented approach to a healthy diet (based on six local food products, including native berries, cabbage, native fish and other seafood, wild, land-based animals, rapeseed oil, and oat/barley/rye) also promotes environmental sustainability. Therefore, to maintain a healthy environment for future generations, in our study, a local by-product, the apple pomace, was successfully used to manufacture a food product with a reduced carbon footprint value.

3.2. Customer Research Results

A crucial factor to consider when launching a new product on the market is the level of acceptance among consumers [61]. Consequently, for the new product WAW jelly candy, a concept test was conducted to gather feedback and assess the potential market interest. The test helps to evaluate the overall appeal of the product, its positioning, and potential target audience. Also, through this test it is intended to understand the customers, what they really want and need, and to find the factors that influence the acceptance of food products utilizing agri-food waste, for sustainability.

Most responses to the survey came from the female gender (64.6% women versus 35.4% of men), as women are more willing to engage in this type of research [61]. With respect to age, the majority of the respondents were 18 to 25 years old (66.3%), followed by respondents in the 26 to 40 age group (21.1%), respondents in the 41 to 55 age group (9.1%), respondents under 18 years old (2.9%) and respondents in the 56 to 65 age group (0.6%). In terms of education level, most responses came from high school graduates (51.4%), followed by responses from those with university degrees (47.5%). Professionally, the main categories of respondents are students (58.9%) and employees (33.7%), while 2.3% of respondents were self-employed, 2.2% unemployed and 2.9% were still in school.

The answers to the survey show that the majority of the respondents consume sweets at a very high percentage of 97.1%, emphasizing a strong consumer preference for these food products (Figure 4, Q1). Asked if they consume jelly candies, 76.0% gave a positive answer (Figure 4, Q2), even though they consume it sometimes (44.6%) and rarely (48.6%) (Figure 5, Q3). These indicate that jelly candies are popular sweets. However, 5.1% of respondents frequently eat this type of sweet, and only 1.7% do not eat it at all.

Most of the respondents (96.0%) buy jellies from supermarkets, a small percentage (2.9%) from health food stores and 1.1% from street vendors (Figure 5, Q4). This indicates that supermarkets are the preferred vendors for jelly products.

To the question “Do you check the label of jellies before you buy them?”, 16.1% answered that they do it always, 45.1% sometimes and 38.3% never (Figure 6, Q5). However, it was found that for the majority it is very important (35.4%) and important (29.7%) that a food product has a ‘clean label’ (Figure 6, Q6), revealing the fact that the consumers are aware of the impact of what they eat on their health, seeking transparency in food labeling, wanting to know what is in their food. For 24.6% this fact is of medium importance, while for 5.7% it is not important or 4.6% do not know.

Regarding how important it is for a food product to be produced sustainably and in an environmentally friendly way, the majority of responses were important (40.0%) and very important (36.6%), 17.7% were medium important, 4.0% were not important and 1.7% do not know (Figure 7, Q7). These findings show concern for the environment and interest in the planet’s resources. Moreover, the relatively high percentage of respondents who considered sustainability important or very important suggests that producers and retailers may benefit from emphasizing environmentally friendly practices.

The impact of agri-food industrial residues on the environment is appreciated as a major problem by 53.1% of respondents, as a moderate problem by 30.9%, as a small problem by 9.1%, and 6.9% do not consider it a problem or they do not know (Figure 7, Q8). The high percentage (53.1%) of those who consider agri-food waste to be a major problem indicates increased consumer awareness of the environmental consequences associated with food production and waste.

Moreover, a high percentage of 71.4% of the survey participants believe that agri-food waste should be used in other products (Figure 8, Q9). This reflects growing awareness of sustainability issues and the potential environmental and economic benefits of reducing food waste by finding new uses for agri-industrial by-products. Only 8.0% consider that this is not necessary. A percentage of 14.9% declare that they do not know if these residues should be reused and 5.7% cannot decide. Negative and undecided responses could indicate the need for additional information on the benefits of food waste reuse, as well as assurances regarding the safety and quality of the resulting products.

Asked if they would buy a food product based on an agri-industrial by-product as the main ingredient, the majority of 54.9% answered yes, while 32.6% were undecided, 8.0% could not give an answer, and only 4.6% answered negatively (Figure 8, Q10). These results indicate that more than half of the respondents are open to the idea of consuming food products made from agri-industrial by-products. This suggests a growing acceptance of alternative and sustainable food sources among consumers. Taking into account that the percentage of people who would buy this type of product is high, we can conclude that there is an opportunity to launch the proposed jelly candies with apple pomace on the Romanian market. In addition, the percentage of those who gave a clear negative answer is very small, and those who are undecided can be convinced of the qualities of the proposed product through an appropriate marketing strategy. These findings also emphasize that consumers recognize the environmental benefits of supporting such initiatives.

3.3. Market Plan Proposal

3.3.1. Market Analysis

Jelly candies are among the most popular types of candy products with a global market value of EUR 22.48 billion in 2022 [36,62]. Moreover, the market for this type of product has experienced rapid development [63,64], with jellies being consumed by large and varied groups of the population, of all ages [64,65].

In addition to the information obtained through the market study, the overview of jelly consumption in Romania was completed with an analysis of the main competitors in the sector, which are shown in

Table 3. The main competitors identified in the Romanian jelly candies market.

Competing Producer	Product Name	Weight (g)	Price (EUR)	References
Trade Products
Haribo	“Haribo Gold goldbaren”	100	1.14	[66]
Kandia Dulce/Sugus	Frutimix Sugus Jellymania jellies (Ro: “Jeleuri frutimix Sugus Jellymania”)	75	0.84	[67]
Feleacul	Jelly flavored with garden fruits (Ro: “Jeleu cu aromă fructe de grădină”)	150	1.09	[68]
Bon sweet bon	Assorted jellies (Ro: “Jeleuri asortate”)	100	0.40	[69]
Bombus	Blackcurrant fruit jellies (Ro: ”Jeleuri de fructe cu coacăze negre”)	35	1.88	[70]
Trolli	Trolli Glow Worms jellies (Ro: “Jeleuri Râme Trolli Glow Worms”)	100	1.76	[71]
Artisanal products
Bio Biona	Biona gluten-free fruit burst jellies, bio (Ro: “Jeleuri fruit burst fără gluten Biona, bio”)	75	1.57	[72]
Bio Natur	Gluten-free fruit jellies Bio (Ro: “Jeleuri cu fructe fără gluten Bio”)	100	2.38	[73]
Bio Planet	Bio jellies without gelatin (Ro: “Jeleuri bio fără gelatină”)	100	3.40	[74]
Dennree	Bio gelatin teddy bears (Ro: “Ursuleți din gelatină Ecologici/Bio”)	100	2.72	[75]
Delicatese Florescu	Berry jellies (strawberries, blackcurrants, raspberries (Ro: “Jeleuri de fructe de pădure (căpșuni, coacăze negre, zmeură)“)	230	12.2	[76]
NIAVIS	Bio Bears Jellies (Ro: “Jeleuri Ursuleți Bio”)	100	3.58	[77]

Ro: represents the original Romanian name of the product.

.

Table 3 revealed that the most important competitors in the Romanian market are Bon sweet bon, Feleacul, Haribo, Kandia Dulce and Trolli. It was also observed that artisanal jelly candies are more frequently found on the shelves of traditional or artisan shops, due to the increasing consumption of these types of products. An explanation for this increase is the fact that the modern consumer is more attentive to the impact of diet on health, being interested in natural and nutritious food products, low in sugar, without artificial colors or flavors [36,62,64].

All these findings were considered when the recipe of jelly candies with aqueous apple pomace extract was developed.

3.3.2. SWOT Analysis

Strengths, weaknesses, opportunities, and threats (SWOT) analysis is a useful tool for organizations, for strategic planning. SWOT analysis has become a common practice to analyze both internal and external business environment and to assess the organization’s position in the market [78]. It involves analyzing the entire project from design, methodology, approach, findings, limitations, originality and value, providing an overview of the entire process in terms of scope, time, cost and product quality. Through this, the whole process can be improved to work in optimal parameters [79,80,81]. In the SWOT analysis, two complementary tools are considered: the analysis of internal and external factors [61,78].

In the case of jelly candies with apple pomace, the SWOT analysis is presented in Figure 9.

The organization’s internal resources, competencies, core competencies, and competitive advantages are determined through internal analysis [82]. For the new jelly candy product with apple pomace, the internal strengths are its natural ingredients, no artificial color and flavor, low calories, along with good characteristics and appearance. The low cost of the main ingredient, apple pomace, is also a strength. Nevertheless, some weaknesses were found, regarding the shelf life of the product, limitation to one flavor, and the investment and technology needed.

External factors are mainly related to the market where the product will be distributed and are beyond the company’s control. Knowing these factors helps the organization to take advantage of opportunities and defend against threats [61,78]. Opportunities that can positively influence the future of the proposed product are related to the growing demand for healthy products and the popularity of jellies among the population. The sustainable quality of the proposed product can contribute to long-term success in the business strategy [37]. Also, government programs that encourage waste recovery and support the circular economy are an advantage. The threats to be considered are related to market competition, associated with potential competitors’ innovations, to which economic instability and a possible financial crisis can be added.

3.3.3. Segmentation of the Target Group

Customer orientation is considered a key strategy in developing a marketing plan, which aims to understand consumer behavior as well as their preferences/needs [81]. Consequently, the concept of marketing segmentation seeks to group customers according to a set of criteria [83]. The segmentation profile can be defined taking into account socioeconomic and demographic factors, customer lifestyle and other factors [81,83].

Food-related lifestyle is a well-known method for market segmentation in the food industry and comprises understanding purchasing behavior, culinary techniques, the significance of quality factors, consumption scenarios, and the motivations behind purchases [83,84]. This information is useful to know the consumer better and how much they are willing to pay and consequently helps to develop a sustainable marketing plan [61].

Considering the above-mentioned criteria, for the proposed jelly candies with apple pomace, the target consumers were grouped as follows:

Health-conscious Consumers: Target individuals who prioritize their health and are actively seeking organic and natural food options. The functional benefits and ‘clean recipe’ of WAW Jelly Candies will be highlighted to resonate with this segment.

Environmentally Conscious Consumers: Appeal to consumers who value sustainability and eco-friendly products. The market plan will emphasize the environmental impact of using apple pomace as a key ingredient and local sourcing, specifically targeting this category of customers.

Gourmet Food Enthusiasts: WAW Jelly Candies will be positioned as a premium product to attract food enthusiasts who appreciate high-quality ingredients and distinctive flavors. The artisanal production process will be emphasized.

3.3.4. Setting the Marketing Objectives

Considering the results of the SWOT analysis and market analysis for jelly candies with natural ingredients, the following marketing objectives were established, for a three-year period:

• Develop a brand identity for the proposed jelly candies as “WAW Jelly Candy”, including a logo, tagline, and packaging design that reflects its organic and sustainable qualities;
• Launch a comprehensive digital marketing campaign on social media platforms, targeting health-conscious individuals and eco-conscious consumers;
• Participate in local food festivals, farmers’ markets, and community events to introduce the product to a wider audience;
• Identify and approach specialty stores, health food retailers, and organic markets for distribution partnerships;
• Launch a user-friendly website with an online store that offers direct-to-consumer sales;
• Introduce new flavors or variations of WAW Jelly Candies, which respond to different consumer preferences and expand the product line;
• Strengthen the brand’s commitment to sustainability by implementing eco-friendly packaging solutions, such as biodegradable or compostable materials;
• Attend trade shows and industry events to connect with potential distributors, retailers, and buyers for wider market coverage.

3.3.5. Designing the Market Strategy

In order to achieve the previously established objectives, the marketing strategy was designed using the concepts of the marketing mix (4Ps theory). The marketing mix is a set of tools that manage the company’s controllable factors, aiming to increase market demand [61,85,86]. Product, Price, Place, and Promotion (4Ps) are the four components, connected to each other, that constitute the marketing mix [87]. To effectively impact customers, the 4Ps should have an organized approach well-established and coordinated [86].

An overview of the marketing mix for WAW Jelly Candies is presented below.

Regarding the product, the natural ingredients without synthetic additives, the health and the environmental benefits, as well as the superior taste are emphasized. At the same time, these jellies can be consumed by all categories of people, including those who are overweight, have diabetes, or are allergic to artificial flavors and colors. Also, attractive and eco-friendly packaging is designed, that reflects the product’s natural and sustainable positioning. The packaging clearly communicates the key product attributes and benefits. As the survey revealed a high interest in ‘clean label’ products, this fact will be accentuated in the packaging.

A key aspect at the time of the new product’s launch is its price. Price may reflect a variety of information, including competitive positioning, a measure of product quality, and a significant role in sales volume and product success [88].

The price of the new jelly candy product may be determined by considering factors such as production costs, market demand and prices of comparable products. Also included in the price calculation must be the expenses for the marketing strategy, product distribution and advertising expenses. Since product pricing depends on all these ever-changing cost factors, it needs to be flexible to accommodate changes over time [87].

Aiming for a competitive yet profitable price that aligns with the target market’s willingness to pay for healthy, natural and premium food products, the price skimming approach will be used when WAW Jelly Candy first enters the market. Consequently, a higher price will be set for initial clients, then it will be reduced to attract other consumers. In order to stimulate the testing process and encourage repurchase, occasional discounts, promotional bundles, or special offers will be provided.

This strategy can improve the perception of product quality, the price will be slowly reduced, and the late customer can buy the product at a low price, stimulating goodwill within the organization. Some reported empirical studies concluded that applying price skimming strategy positively affects the performance of a new product [88].

Distribution channels (place) should be selected according to the buying behavior of the target market, in order to allow a wide availability [88]. WAW Jelly Candies will be made available to consumers primarily by establishing partnerships with local supermarkets, as the survey revealed that a very high percentage of respondents (96%) buy jelly candies from supermarkets. Health food stores, gourmet shops, and online platforms will also be considered for the distribution of the proposed product. Providing point-of-sale materials, product displays and product training to retailers is another approach that will be used to ensure proper in-store positioning and promotion.

Promotion, one of the most powerful elements in the marketing mix strategy [87], includes all the efforts made so that the information about the new product reaches the consumers [85]. It is a crucial component from a competitive perspective, having the ability to undergo rapid changes compared to other components and exerting the greatest influence on consumers [89].

WAW Jelly Candies will, therefore, be promoted through targeted online and offline channels such as social media platforms, food blogs, local newspapers and magazines. New product messaging will be customized to highlight the product’s unique points and appeal to target market segments.

Sampling and tastings are other ways that can be used to convince customers of the product’s merits [87]. The jelly candies will be made known to consumers through product sampling campaigns at supermarkets, food events, or local community gatherings to allow consumers to taste and experience this new product. During the events, product samples will be distributed along with information brochures or recipe cards.

The online presence is a tool that allows us to reach a large number of potential clients in a short time [90], thus an engaging website and active social media presence will be maintained to share product information, recipes, customer testimonials, and updates. User-generated content will be encouraged, and questions or feedback will be answered promptly.

To ensure coverage of WAW Jelly Candy’s unique brand features, benefits and story, relationships will be developed with local media outlets. To enhance brand reputation and create a positive public image, participation in relevant events related to food, charities or sustainability initiatives will be carried out.

It is important to regularly evaluate and adjust the marketing mix based on customer feedback, market trends and competitive dynamics; therefore, the effectiveness of each element will be continuously monitored, and the marketing strategy will be refined to maximize WAW Jelly Candies’ reach, impact and sales.

4. Conclusions

The studied jelly candy recipe has as main ingredient, apple pomace, which results from juice fabrication, and is a “clean” product, with a short list of ingredients of natural origin and does not contain added sugar. This dessert can be served to all categories of consumers, including those with sugar restrictions, such as diabetics or overweight people.

This product proved to be eco-friendly, as it has a reduced carbon footprint, reflected by a small value of 1.3946 kg CO₂ for 1 kg of jellies. It can represent a way to reduce agri-food waste, having a positive impact on the environment and the economy, besides its health benefits for the consumers; therefore, a detailed market plan was proposed for this new product. Another confirmation of the suitability on the market for this sustainable product is the result of the consumer research, which indicates a high level of acceptance for the proposed jelly candies, with a good percentage of potential consumers who would buy it. Overall, the survey results demonstrate a favorable attitude towards the use of agri-food by-products in food products, indicating new opportunities to be considered by manufacturers.

In conclusion, the apple pomace jelly candies represent a suitable solution, which supports the circular economy. In the future, it could be extended to other by-products of fruit processing industries because consumer research showed an increased interest in products recovering agri-food waste. This trend is influencing industrial practices, leading to the development of sustainable products that target environmentally conscious consumers.