B-Sides, the new upcycled snack brand helmed by Yousuf Ahmed, has announced that Lydia Oxley, president of Renewal Mill, has officially joined the brand as a strategic advisor. 

Renewal Mill is reportedly considered the leading upcycling food company in the food space, the brand says, and this new collaboration signals a deeper alignment between the ingredient innovation and consumer-facing execution sides of the upcycling ecosystem.

Oxley brings years of expertise leading Renewal Mill’s mission to commercialize undervalued byproducts—work that’s helped shape the broader conversation around circular food systems, the company notes. Together, B-Sides and Renewal Mill are aiming to develop a pipeline of integrated solutions that move the industry closer to scalable, flavor-forward sustainability.

This announcement also coincides with the launch of B-Sides' first fundraise, as the brand expands its retail footprint and product roadmap. 

Related: B-Sides introduces upcycled crunch puffs