The aim of this research was to measure consumers' willingness to pay for a sustainable value proposition: an 'upcycled' aperitif biscuit made from bread powder. A review of the literature led to the formulation of two research proposals, which were tested using an online survey of 1,086 French consumers. The results show that this willingness to pay is higher than the price of the leading brand and that of private labels, but lower than that of more qualitative brands. Furthermore, the more socially responsible consumers said they were, the higher their willingness to pay for upcycled aperitif biscuits.